Brimbank Visitor Economy Strategy

The Visitor Economy Strategy 2025 - 2029 aims to increase visitor numbers to Brimbank, support existing businesses, attract new tourism businesses, boost the local economy, and celebrate our community. The Draft Strategy was open for community feedback between Monday 26 May 2025 and Monday 30 June 2025.

  • What the community said

    • 70% of people who gave feedback believe the six strategic initiatives will help attract more visitors to Brimbank City.
    • Elevating Festivals and Events was considered the most important initiative.
    • The community also felt preparing for public transport opportunities and establishing new visitor attractions were important to attracting visitors to Brimbank.

  • Our actions based on your feedback

    • Focus on elevating Festivals and Events to attract more visitors.
    • Develop a destination brand which will craft and communicate Brimbank's unique identity, culture, and experiences to attract tourists and shape perceptions of the area.
    • Updated the Strategy to specifically highlight additional key strengths of Brimbank.
    • Create & share stories to showcase Brimbank’s strengths (industrial heritage, food, First Nations culture, parks, and arts through authentic, place-based storytelling).
Read the final strategy on our website open in new window
PArt work, food adnpeople enjoying themselves in City of Brimbank with text information about social media chennels with information about exploring Brimbank.

Follow us on our social media pages

Consultation Process

We involved the community in the development of the Visitor Economy Strategy. Read more about that process in this section.


Council is drafting a strategy to attract more visitors to Brimbank which includes six key initiatives to:


1. Develop a Destination Brand

2. Support the Current Visitor Offer

3. Establish New Visitor Attractions

4. Elevate Festivals and Events

5. Prepare for Public Transport development opportunities

6. Build Local Champions


We invite residents and business owners to share your thoughts.

This information will play a important part in helping us shape Brimbank as a vibrant and welcoming place to visit.

Feedback

Please read the draft strategy and complete the questions below.