About Us


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 boundaries of Brimbank, Hobsons Bay, Maribyrnong, Melton, Moonee Valley and Wyndham councils.

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 five of the six western metropolitan Council funding partners, LeadWest, Victoria University, Parks Victoria, Quest Apartments, Zoos Victoria and the arts sector.

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.



Our Vision – What we aspire to achieve

Melbourne’s West is a welcoming place of urban discovery

Our Purpose – What is our belief

We believe in what the West can offer visitors

Our Mission – What is our role

Through our regional collaboration awe will grow the visitor economy of Melbourne’s West

Our Values – What we will not compromise

We believe in what the west offers visitors. We add strategic value to the region based on our values: Integrity, Collaboration, Accountability, Innovation and Respect

Our Strategic Goals – What we are focused on

  • Advocacy – We are the influential voice for the tourism industry in Melbourne’s west
  • Visitor Experience – We collaborate to implement a regional visitor framework of authentic experience
  • Industry Development – We lead and connect the industry and build its capability
  • Communications and Engagement – We communicate our value
  • WMT Board – We are a trusted, respectful and productive board
Our Values Reflected in our behaviours
  • Acting honestly and ethically on all occasions
  • Ensuring that our interactions are characterised by openness and transparency
  • Acting in the best interests of WMT and to further its purpose
  • Building and sustaining sound relationships
  • Encouraging effective engagement and participation
  • Doing what we say we will do in a responsive and timely manner
  • Seeking, providing and responding to feedback
  • Taking full responsibility for our own decisions and actions
  • When appropriate declaring any potential conflict of interest
  • Demonstrating foresight and creativity in meeting the challenges of the future
  • Nurturing an environment in which innovative thinking is sought, encouraged and valued
  • Being committed to continuous improvement
  • Treating all stakeholders and board members with equality and consideration
  • Caring about others and ensuring that they feel valued
  • Listening, clarifying and responding appropriately when we communicate with others.

Our Strategic Plan 2017 - 2020


Download Our Strategic Plan Here:

WMT Strategic Plan 2017/18 - 2019/20

Document Summary:

This document sets out the WMT board’s three year strategic plan (2017/18 to 2019/20). This plan provides a framework to work collaboratively to grow the visitor economy of Melbourne’s west – the support and engagement with local industry operators, advocacy of government, and steps to grow the capability of the sector and the quality of the visitor experience in the region. As a local voice for the visitor sector the plan is a further phase of WMT Board’s mission to improve the tourism profile of the region, grow private investment and public infrastructure development and improve service delivery for visitors.

The Board is committed to increasing recognition of the value of tourism to the regional economy and its direct links to employment and prosperity of the region.