A destination is never a place but rather a new way of looking at things - Henry Miller

CEO Update
They say to create a true destination, we must offer an experience and a new way of looking at things. This includes great attractions, a variety of ways to access a place (from the sea, by foot, by bike or by train), distinctive and diverse accommodation and inspiring activities.

One of our key Chamber priorities, under our Greater Fremantle Action Plan for 2020, is to generate pride in what we have to offer as a destination and encourage others to discover and share positive stories of doing business in Fremantle. 

The recent merger between the Fremantle Tourism Association and the Chamber this week provides us with unprecedented leverage to find innovative ways to deliver on this.

We are so pleased to launch the first in a series of Fremantle from the Inside initiatives on Sunday, 1 December. I invite you and your staff to a local famil tour with a difference – a special curated tour of the best our Port City has to offer! Fremantle from the Inside is our chance to get out, explore and look at your workplace with new eyes. Find new places to refer your customers, share the love and learn about the nooks and crannies that give this rakish community its spirit and soul.

You will find Fremantle’s hidden treasures, and find new ways to help build our community that visitors sense at every touch point. We will even launch a youth endorsed tour to get ready for some great holiday return action.

We are very grateful to Chamber members City of Fremantle and Fremantle Tours for their role in making this project a reality. Register here.

On tour you will be one of the first to receive our Experience Fremantle Map, produced in partnership with Hello Perth. With attractions and activities meeting best practice in tourism destination experiences, designed to inspire we have included categories like gather & dine, pamper & stretch me, teach & inspire me, boats, bikes & trikes, florals & fashion and boffins & books. We hope this map will help us all share our own Fremantle experiences into the future.

And we know great experiences also provide for a raft of amazing social media posts that help spread the word. Listen to our latest Set the Month in Motion Social Media Podcast Forum (available at – AppleGoogle or Spotify ) for tips and tricks on how to do this better. 

I read during the week that in thinking through what role our businesses play in creating destinations, we need to ask ourselves a series of questions including;

  • What parts of this experience will people share with their family and friends – either visually or in conversation?
  • What emotions will this experience elicit?
  • How will this experience with my business share their perceptions of this place as a destination?
  • How do I bring these ideas of the experience into my marketing and materials?

I encourage each of you, no matter what business you are in to ask yourselves these questions as we continue to put Fremantle high on the map as a great place to live, work and play.

Speaking of experiences not to miss, we have already reached 25% of our capacity for the Fremantle Chamber Christmas Function – log on and get yours today so you don’t miss out. We are all set for 5pm on Thursday, 5 December, it will be another great chance to peek inside one of Fremantle’s newest destination experiences and celebrate with us.  I also can’t wait to try some locally distilled gin and graze on the local team from The Makers festive table of deliciousness.

Image: Stella Photography

View All News

Share this content.