Our Strategy

Western Melbourne Tourism Inc (WMT) is an urban regional tourism board incorporated for the purposes of developing a stronger more competitive tourism sector in Melbourne’s west. Melbourne’s west embraces the municipal areas of Brimbank, Hobsons Bay, Maribyrnong, Melton, Moonee Valley and Wyndham councils. WMT exists to increase the recognition and contribution of visitors to the region’s economy; supporting our local visitor economy businesses and promoting the attributes that make Melbourne’s west a compelling place to visit to drive economic growth.

The new context

Melbourne’s west is a region experiencing substantial growth. It is a young vibrant emerging multicultural region, diverse and full of creative energy. It has a thriving arts and cultural scene, an enormous range of nature-based attractions, and a burgeoning food and hospitality culture set into the unique gritty character of our local neighbourhoods.

The region’s visitor economy has been substantially challenged by the Covid pandemic. The loss of international and interstate travel, events, corporate travel and business events and intakes of international students have hit hard, which has in turn diminished general confidence for people to move and travel. Through 2020 and 2021 WMT commissioned periodic economic impact assessments which forecast a 40- 50% economic hit to our region. As we return to ‘a new normal’ of a vaccinated economy, we will respond proactively to regroup, reset and regrow.

Lock downs have meant many more people are working from home and spending more time and money in their immediate local community than ever before. The sphere of tourism has shrunk. An increased focus on ‘the local’ in leisure time and visitor experience has shifted market priorities and opens new opportunities on which our region can capitalize.

Despite the pandemic the development outlook remains strong. Significant capital investment is in the pipeline including the Melbourne Airport Rail Link (and Sunshine Interchange) as well as the development of Avalon Airport as a second international air terminal.

The development of the Werribee Open Range Zoo will accelerate with a full commitment of government funding. The new Western United A-League soccer Stadium at Tarneit, a major leisure precinct development at Moonee Valley Racecourse, ongoing expansion at Essendon Fields, renovation/ redevelopment of Seaworks on the Williamstown waterfront, and the proposed new ‘Museum of the Future’ at Scienceworks in Spotswood are other new developments ahead. Significant cycling trail infrastructure will come to fruition as part of the Westgate Tunnel project to provide further new connectivity to explore the region by bike. There is also an expanding supply of hotel accommodation. It’s time for the west. Western Melbourne Tourism is here to work collaboratively to ensure more people know about, experience, fall in love with and return to the west – all to strengthen the western community.