Our Strategy

It is an exciting time for Melbourne’s west and a time of opportunity for Western Melbourne Tourism (WMT) and the local visitor economy. This document sets out WMT’s 2021–2024 strategic plan and provides a framework and themes to work innovatively and collaboratively to realise this potential.

Western Melbourne tourism strategy 2021-24

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.

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.

Map of Western Melbourne

Our vision, purpose, values, roles and priorities at a glance

Our vision

A thriving visitor economy in Melbourne’s west – everyone loves the West

Our purpose

To drive visitor activity through advocacy, partnerships and experiences.

Our values

Courage • Collaboration • Accountability • Creativity • Integrity

Our roles

Advocacy & Voice • Promotion & Storytelling • Expert Advice & Research • Events & Programs • Collaboration & Connection

Our impact priorities

Our impact priorities are about how Western Melbourne Tourism supports and adds value to the local community, economy and its partners. It is about positive social impact that is bigger than Western Melbourne Tourism.

Below we outline the actions we plan to take to progress each priority within our strategy. Core measures are listed in the first column. In the table below, we explore growth measures requiring additional funding to enable them.

Strong
Partnerships

Coordinated
local business
and tourism
sectors

Growth in
visitors

Our organisational priorities

Our organisational priorities are the key enablers that Western Melbourne Tourism must focus on internally to continue to grow and thrive as an organisation and have the greatest impact for the western community.

Below we outline the actions we plan to take to progress each priority within our strategy. Core measures are listed in the first column. In the table below, we explore growth measures requiring additional funding to enable them.

Leadership
in Tourism

Financial
Sustainability

Remarkable
Team and
Networks

About our roles and priorities

Our roles

Advocacy
& Voice

Promotion
& Storytelling

Expert Advice
& Research

Events
& Programs

Collaboration
& Connection

Our impact priorities

Our impact priorities are about how Western Melbourne Tourism supports and adds value to the local community, economy and its partners. It is about positive social impact that is bigger than Western Melbourne Tourism.

Below we outline the actions we plan to take to progress each priority within our strategy. Core measures are listed in the first column. In the table below, we explore growth measures requiring additional funding to enable them.

Strong PartnershipsExceptional relationships with local/state government and business.
We develop and improve our relationships with local business and all levels of
government. We bring valuable knowledge and coordinated expertise and in
doing so influence better outcomes for the visitor economy in the west.
Coordinated local
business and
tourism sectors
We bring key stakeholders in the west together, with a focus on local
businesses and the tourism industry, to build relationships and engage in
activity that boosts outcomes for the visitor economy in the west.
Growth in visitorsWe help build awareness of visitor experiences in Melbourne’s west and drive
recovery, yield and growth in visitor numbers in relevant markets.

Our organisational priorities

Leadership in
tourism
We are the ‘go to’ authority in the west for everything relating to tourism and
the visitor economy
Financial
sustainability
We have diversified funding, including strong support from state and local
government. We operate efficiently, maximising the value of our resources.
Remarkable team
and networks
We are impactful and effective because of our people. Our team is engaged,
skilled and connected. Our board actively leads and supports Western
Melbourne Tourism.
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