Western Melbourne Tourism
Western Melbourne Tourism (WMT) is an urban regional tourism board that exists to increase tourism to Melbourne’s West, support local businesses and drive economic growth. To continue its advocacy, leadership and momentum, WMT needed an updated Tourism Visitor Economy Strategy for 2025-2028, along with a 12-Month Activities Plan.
Through stakeholder interviews and working with the board, we uncovered four key priority actions for WMT in 2025-2028: Storyteller of the West, Advocating for the Visitor Economy, Connecting and Empowering the Tourism Ecosystem and Managing a Sustainable and Growing Organisation. Paired with defined metrics for growth and achievement in each priority area, and an ordered list of SMART goals, WMT’s new Strategy empowers the executive and board to continue delivering game-changing work for the tourism industry and businesses of Melbourne’s West.
