newy.com.au – A shuttle bus loop will bring cruise passengers into Newcastle’s east end under a project designed to channel more visitor spending towards local shops, cafes, restaurants and galleries.
The Passenger Experience Project is one of 16 initiatives sharing $925,000 through City of Newcastle’s Special Business Rates program.
The council says 18 cruise ships are scheduled to visit between October 2026 and April 2027. It expects more than 35,000 tourists and estimates the season will inject $7 million into the local economy.
The shuttle will connect the Visitor Information Centre to the corner of Hunter and Watt streets. About 20 local businesses have joined the project and are offering special deals for cruise passengers.
“Our traders were keen to capitalise on the record-breaking cruise season, but many were unsure how to draw visitors into the precinct,” East End Collective chair Lukas Thodas said.
“The 24-seater shuttle bus will do loops every 20 minutes to pick up passengers and drop them in the east end, giving businesses a coordinated pathway to capture that spend.”
The project was developed in consultation with precinct businesses, the Newcastle Visitor Centre, Destination NSW, the Newcastle Tourism Industry Group and the council.
The funding round will also support a New Lambton Fair in May 2027, featuring food trucks, live music, family entertainment and community performances. Winterheat will return in 2027, while Newcastle Fringe Festival and Newcastle Food Month are also among the supported events.
In the western suburbs, funding will support the return of the Halloween themed Wallsend Frights and 10 new “Hot Shots” community events. The Hot Shots events are planned for the last Saturday of the month, offering live music, food and opportunities for local small businesses and makers.
Other funded initiatives include a public art experience in Hunter Street Mall, a Midtown safety and visitor experience program and an accessible tourism mapping project.
Special business rates are collected from businesses in the city centre and Darby Street, Hamilton, Mayfield, New Lambton and Wallsend. The money is reserved for promotion, beautification and economic development in those precincts, and projects are selected through a competitive application process.
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