Originally from Chile, Mr Ugarte came to Esperance at the start of a very bleak time for tourism.

“My welcome to town was fires in the Cape Le Grand National Park, then we had the perfect storm, and then the lead came.

“It was a very unexpected learning curve. It was very challenging,” Mr Ugarte said.

“But in the end, we got the goods. We were named as the best town in WA by Australian Traveller magazine, and the numbers at the Visitor’s Centre demonstrated more people have been coming to town.

“Esperance has been in the spotlight for good and bad reasons over the last few years – but it has all helped to put Esperance on the map.”

Mr Ugarte left town last weekend, heading for Toowoomba in Queensland, where he will take on the role of general manager for Toowoomba and Golden West Tourism.

But before leaving town, Mr Ugarte had some advice for the people of Esperance.

“Esperance is not just the port and farming - tourism has a tremendous potential in town.”

Mr Ugarte said he felt some people in Esperance were yet to embrace the importance of tourism to the town.

“It’s an industry. It’s not just people walking around town – it’s money that flows into the town.

“And when people come to Esperance and they see how great it is and they tell us about it, that builds our town pride – which goes towards making a better community.

“Behind every tourism business is a family with bills to pay, which is why it is so important to support the industry.”

Mr Ugarte said it was also important to have infrastructure in place to support tourists during peak periods.

“Whether people want it or not, Esperance will become a top tourism destination.

“You have the best beaches in Australia and a great country town atmosphere. I wish the community all the best and I hope you all keep working towards making Esperance a top tourism town.”