Destination Marketing Working Group

The Destination Marketing Working Group is a group of tourism, retail, hospitality and business experts with extensive knowledge of Fremantle. The group was engaged to develop a destination marketing strategic plan that supports all consumer facing industries in Fremantle including retail, hospitality, tourism and professional services.

The working group comprises:

• Linda Wayman, Chair
• Chrisse Maus, CEO – Fremantle Chamber of Commerce
• Paula Nelson, Fremantle Prison
• Kate Hulett, Kate + Abel
• Tim Buckton, Warders Hotel/Emily Taylor/Sailing for Oranges
• Reinie de Vos van Steenwijk, Gage Roads Brew Co

Destination Development Strategic Plan

The City of Fremantle plays a key role in promoting Fremantle as a tourism destination and has been delivering marketing activities in line with the Destination Development Strategic Plan 2023 – 2027 which was developed following extensive consultation with the Destination Marketing Working Group.

The Destination Development Strategic Plan 2023-27 seeks to maximise the growth already generated by the previous strategy, the Destination Marketing Strategic Plan 2018-22, by providing a refreshed road map aimed at converting awareness of the City’s destination brand and the city’s expanded visitor experiences, into business. The strategic pillars supporting the delivery of the Destination Development Strategic Plan’s overall objectives of increased visitation to Fremantle and positioning it as a destination city include:

• Growing brand equity and continuing to position Fremantle as the most eclectic and spirited seaside destination in the world
• Continuing to build the high-yield business tourism sector
• Recognising and promoting Fremantle’s position as a port town and western gateway to WA
• Ensuring the visitor experience in Fremantle is world standard
• Ensuring Fremantle’s spirit and vibrancy is reflected through events and activations
• Building on partnerships to amplify the Brand and advocate to key stakeholders to enable strategic alignment and shared destination outcomes