Western Melbourne Tourism Strategy 2025- 2028
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 and community.
The new context
Melbourne’s west is home to an incredible diversity of arts and culture, nature, food and hospitality, iconic tourism destinations, and distinctive community and visitor events. As travel and visitation patterns continue to evolve after the pandemic, there is renewed enthusiasm for discovering new places, enjoying fresh experiences, and returning to well-loved favourites.
The pipeline of development across our region — including the Melbourne Airport Rail Link and Sunshine Interchange, Avalon Airport’s expansion, new and upgraded sport, leisure and cultural facilities, and nature-based infrastructure — means our visitor offer will continue to strengthen. This presents a clear opportunity to build momentum and elevate Melbourne’s west as a compelling destination within the broader tourism landscape of Melbourne and Victoria.
At the same time, economic pressures and cost-of-living challenges are shaping how and where people travel. While competition for discretionary spending remains strong, Melbourne’s west holds a strategic advantage through its proximity and accessibility to Melbourne, Geelong and surrounding regional centres. Our diversity and breadth of experiences position us well to attract Victorian audiences — including our own local communities — who are increasingly exploring closer to home.
Our region’s rich cultural diversity also creates a significant opportunity to welcome international visitors staying with friends and relatives, particularly within our substantial Indian, Vietnamese and African diaspora communities.
As at April 2025, available data shows Melbourne’s west welcomed 4.56 million visitors in FY 2023/24. While this remains below the strong growth trajectory experienced immediately prior to the pandemic, it reinforces the region’s underlying appeal and the opportunity to accelerate recovery and growth.
The 2025–2028 strategic period is a critical time to build on this foundation with a focused and coordinated approach to visitor outreach, engagement and storytelling for the whole region. Western Melbourne Tourism will expand visitor-facing marketing and promotion, embed the Love Westside brand and website, and develop campaigns, content, experiences and events that showcase the west’s distinctive offer.
We will work in partnership with government, industry and community to bring the region to life for visitors and position Melbourne’s west as a destination of choice. We will also lead advocacy with key partners, stakeholders and funders to ensure the west is recognised as a vital part of the broader Melbourne narrative.
Equally, we will create more opportunities for tourism operators and associated businesses to connect, collaborate and build capability, strengthening a resilient tourism ecosystem that is ready to serve and grow the visitors we seek.
We love westside.
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.
Our Strategic Foundations
Our Vision
A welcoming and prosperous visitor economy for the west.
Our Purpose
We are the leading organisation driving visitor activity and growth in Melbourne’s west.
Our Values
Courage
Collaboration
Accountability
Creativity
Integrity
Our Roles
Advocacy & Voice
We advocate to government, communities and the tourism sector, on the value of the visitor economy, encouraging greater investment and economic benefit for the west.
Promotion & Storytelling
We unite the visitor narrative for the west, and drive the promotion of our whole-of-region offer, experiences and events to all visitors.
Expert Advice & Research
We provide strategic advice to key stakeholders on tourism in the west, including data, research and market insights.
Industry Activation
Collaborating with, and supporting, tourism operators and the tourism sector, we enable regionally coordinated events, programs, networking and capacity-building for our industry and communities.
Collaboration & Connection
We facilitate the connection and collaboration of key stakeholders in the west to build a robust and thriving tourism ecosystem.
About our Strategic Priorities
Storyteller of the West
We unite and share the story of the West as a unique and compelling place to visit and explore; to raise our region’s profile and visitor expectations.
Advocating
for the Visitor
Economy
We lead and drive advocacy and support for, and contribution to, the West’s visitor economy.
Connecting
and Empowering
the Tourism
Ecosystem
We facilitate and empower a thriving, capable and connected tourism ecosystem in the West.
Managing
a Sustainable
and Growing
Organisation
We are a reputable, sustainable, high performing and high achieving organisation recognised as the leader for tourism in the West.
Love Westside
The key vehicle to deliver our Strategic Priorities is our new consumer focused brand and communication platform “Love Westside”. Developed as part of our 2021-24 Strategic Plan, the brand and website launched in September 2025.
Love Westside is an initiative of Western Melbourne Tourism and is integrated into our 2025-2028 Strategy.