A Paradise in Peril: Can Australia's Squeaky Beach Survive Its Fame?
In a world where natural wonders are few and far between, Squeaky Beach stands out as a gem. Its pristine white sands and crystal-clear waters have earned it a place in the hearts of many, but this fame comes at a cost.
The Rise of a Tourist Hotspot
Squeaky Beach, nestled on the eastern shores of Wilsons Promontory National Park, Victoria, has skyrocketed in popularity. Named Australia's Best Beach by Tourism Australia in 2024 and a top contender globally by Lonely Planet in 2025, it's no wonder this natural haven is attracting attention.
But here's where it gets controversial: as visitor numbers surge, so do the challenges. Advocates are raising the alarm, fearing that this beach, and others like it, are being 'loved to death'.
The Jennie Effect and Beyond
The impact of social media influence on tourism is a powerful force. Take, for instance, the case of K-pop star Jennie from Blackpink. Her Instagram post from Lincoln's Rock in the Blue Mountains, with its breathtaking views and unfenced cliffs, went viral, attracting over 4.5 million likes. The result? An explosion in visitor numbers, as documented by Blue Mountains City Council Mayor Mark Greenhill.
The consequences of this influx are far-reaching. Rubbish, illegal parking, traffic jams, and even vandalism have become common issues. The once-obscure Lincoln's Rock site has seen hundreds of people carving their names into the rock, and with no toilets available, visitors have resorted to defecating in the bush.
The council's response was to close the site temporarily, citing safety concerns. Two people had already suffered horrific injuries from falls, and Greenhill feared the worst.
A Similar Story at Wilsons Promontory
While the numbers at Wilsons Promontory pale in comparison to the Blue Mountains' 5 million annual visitors, the growth is significant. In 2024, the Victorian government estimated 400,000 visitors to the Prom, and this number has since risen to an expected 600,000 in 2026.
As the word spreads about Squeaky Beach's allure, so too does the impact of tourism. During the summer months, shuttle buses unload hundreds of tourists onto the beach, some trampling over delicate dunes in search of the famous squeaks.
A former ranger, speaking on condition of anonymity, fears the beach is being loved to the brink of destruction.
The Human Impact on Nature
On a recent visit, this masthead witnessed the arrival of hundreds of tourists, who, despite warning signs, played in the vulnerable dunes, causing sand to cascade down the sides. Area Chief Ranger Brett Mitchell acknowledges the allure of the beach, but emphasizes the fragility of the surrounding ecosystems.
"The sand dunes are living, breathing ecosystems with cultural significance," Mitchell says. "They provide crucial habitats for small animals like the southern brown bandicoot and the endangered hooded plover. When visitors leave rubbish or disturb the dunes, they accelerate erosion and harm the coastal plants that stabilize these areas."
A Parks Victoria spokeswoman acknowledges the challenge, stating that fencing the dunes is impractical due to their dynamic nature. Rangers regularly patrol and clean up key sites like Squeaky Beach, but the scale of the issue is vast.
Finding a Balance
Parks Victoria initiated a consultation in 2023 to develop a new management plan for Wilsons Promontory, with a key focus on limiting visitors to ensure the park's long-term sustainability. However, the draft plan, first promised in 2024, has been delayed twice by the state government.
The Parks Victoria spokeswoman assures that the agency is working closely with traditional owners to develop a comprehensive plan, understanding the urgency and importance of the matter.
Jordan Crook, a campaigner with the Victorian National Parks Association, emphasizes the need for increased park ranger staffing as population and tourism numbers rise. According to annual report figures, the number of full-time equivalent staff at Parks Victoria has decreased from 913 in June 1998 to 801 in June 2025, with only a fraction serving as rangers.
Crook raises a valid concern: "It's worrying to see visitor numbers rise while the number of park rangers declines. This leads to our national parks being loved to death."
So, can Squeaky Beach and other natural wonders survive their newfound fame? The answer lies in finding a delicate balance between tourism and conservation, a challenge that Parks Victoria and other conservation bodies are grappling with. The future of these places depends on it.
