03.10.2019Western Melbourne Tourism

Melbourne’s West is poised for significant growth in the visitor economy. The region 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.

The value of the local visitor economy is substantial. For Melbourne’s west, the visitor economy contributes around 12,000 jobs (Source REMPLAN 2018) being 4.5% of the region’s employment. The value of the visitor economy is estimated to be $1.45 billion GRP (2017 Satellite Accounts). Melbourne’s west as a subregion of Melbourne provides an economic contribution which is easily the equivalent of the most prominent tourism regions outside of Melbourne, at similar levels to Geelong and Bellarine, Gippsland and Goldfields.

Western Melbourne Tourism Inc (WMT) is an association incorporated for the purposes of promoting and fostering the growth of the visitor sector across Melbourne’s western metropolitan region. WMT operates on a membership model primarily funded by the cities of Hobsons Bay, Wyndham, Maribyrnong, Moonee Valley, Brimbank, and Melton. It is overseen by an independent board with representation from these six western metropolitan councils, as well as Parks Victoria and Victoria University and representatives from the region’s tourism industry and arts sector.

There are substantial developments for the region in the pipeline including the Melbourne Airport Rail Link, the continued growth 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. These developments will further add to the economic value of the visitor economy.

As a regional Board, WMT is cognisant of the growth opportunities and the need to prepare for them. Our organisation offers a partnership between councils, universities, tourism operators and local businesses with a dedicated focus on the visitor economy. We endeavor to work proactively with industry bodies including the Victoria Tourism Industry Council and Visit Victoria, and now the Committee for Melbourne, to build awareness around the substantial opportunities for our region and Greater Melbourne.

Western Melbourne Tourism is very pleased to have joined the Committee for Melbourne and looks forward to building productive connections and partnerships through the membership network. A forum on Greater Melbourne’s Visitor Experiences is being planned for February register interest with Tilley Byrne.

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