Destination Development Working Group

Destination Development Working Group

The Destination Development Working Group provides strategic advice on the implementation of the Destination Development Plan 2023–2027, as well as relevant actions within the City’s Economic Development Strategy 2025–2030.

The group supports the sustainable growth of Fremantle’s business‑to‑customer industries, including retail, hospitality, professional services and traditional tourism attractions.

Comprised of industry experts with strong local knowledge, the Working Group plays an important role in guiding initiatives that strengthen Fremantle’s position as a vibrant, competitive and desirable destination.

The working group comprises:

• Linda Wayman, Chair
• Mel Jacobs Fremantle Chamber of Commerce Representative
• Amberlee Hong , Fremantle Prison
• Kate Hulett, Kate + Abel
• Tim Buckton, Garde Hotel
• Reinie de Vos van Steenwijk, Gage Roads Brew Co
• Kelsie Johnston, Fishing Boat Harbour Traders Group
• Paige Myles, Sealink

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