The Western Melbourne Tourism Board’s mission is to increase the recognition and contribution of tourism to the region’s economy, ensuring potential visitors are aware of the unique factors that make Melbourne’s west a compelling place to visit and this interest converts to visitation growth.

The WMT board is currently focused on working collaboratively with other key stakeholders to support local industry operators, advocate to government, and undertake steps to grow the capability of the sector and the quality of the visitor experience in the region.

The board currently comprises representation from the six western metropolitan Council funding partners, Victoria University, Parks Victoria, Quest Apartments, Zoos Victoria and Arts West.

The WMT Board aims to build partnerships and leverage resources to broaden engagement with businesses and other tourism industry stakeholders. The outlook for future growth of the visitor sector for this region is very positive. There is a particular opportunity for enhancing the profile of Melbourne’s west as a destination in the context of the metropolitan region of Melbourne.

The value of our organisation is in its regional approach and the synergy it is able to achieve between individual members and councils. A regional tourism board is also uniquely placed to attract industry funds for cooperative marketing, brand and research projects.

Western Melbourne Tourism – Our Journey

Western Melbourne Tourism (WMT) was first incorporated as an organization in 2003, chartered with coordinating the development of tourism across the western metropolitan region.    

The organisation was formed to give the region a stronger voice on matters relating to the visitor economy, particularly as a regional conduit to the State government. Twenty years later it remains a strong and productive regional tourism partnership.     

Areas beyond the CBD across Greater Melbourne have never traditionally fared well in attracting government resources for tourism, as compared with regional Victoria. There is no current formalised /or state funded Regional Tourism Board or agency for Greater Melbourne, as exist in regional Victoria.  WMT is a regional partnership representing the region in this regard and helps fill this gap.  It remains the only cross-council tourism industry representative body for any metropolitan region in Greater Melbourne.   

Melbourne’s West is poised for major growth in the visitor economy. The region currently receives over four million visitors each year, with the most recent research showing Melbourne’s West will be the fastest growing tourism sub-region in metropolitan Melbourne over the next decade.  

There are substantial developments in the pipeline including the Melbourne Airport Rail Link, the development of Avalon Airport as a second international air terminal, the Werribee Open Range Zoo Masterplan, Scienceworks Museum of the Future and the proposed new Western United A-League soccer Stadium at Tarneit.  

As a regional board WMT is cognisant of the growth opportunities and the need to prepare for them.  We work proactively with industry bodies including the Victoria Tourism Industry Council, Visit Victoria and the Victorian State Government to build awareness and around the substantial opportunities for our region.