A Swan Valley shuttle bus service that promised to supercharge tourism and the local economy has shut within months of launching, after attracting less than half the expected passengers.

Commercial operator Adams Coachlines launched the hop-on, hop-off Swan Valley Explorer service in November amid State Government fanfare.

It was hailed by Tourism Minister Paul Papalia as a way of attracting more visitors to the region and unlocking the valley’s tourism potential.

But it was revealed in State Parliament this week that Adams had expected the service to average more than 500 passengers weekly, but it lured fewer than 200 passengers a week.

Adams ended the service on May 31 — giving businesses in the region just a few days notice — citing the lack of patronage and substantial daily operating costs.

Camera Icon The Swan Valley explorer ‘had too few passengers’. Credit: Tourism WA

State Parliament heard this week, after questioning by Nationals Agriculture Region MP Martin Aldridge, that Tourism WA gave $50,000 for the venture. The City of Swan, and industry in the Swan Valley, each provided a further $50,000.

Swan Valley Tourism Alliance chairman John Rex said tourism operators were disappointed the service had stopped, as it was helping draw in patronage.

“The service lasted seven months, even though it was planned the trial would run for 12 months,” he said.

Mr Rex said tourism operators were hoping to meet Adams to find out more information, and would consider other avenues to make drive-free visits to the area easier.

City of Swan chief executive Mike Foley said the Swan Valley was well-known as a self-drive destination and the tourist bus service had been seen as adding value to the region.

With adult tickets at $20, the hop-on, hop-off service departed the Guildford train station seven days a week and looped around the Swan Valley, making regular stops at tourist hotspots, including the Caversham Wildlife Park.