50 Ways to Freo Returns for Bridge Reopening

In June 2026, the City of Fremantle launched 50 Ways to Freo, a destination marketing campaign designed to encourage visitors to rediscover the city and support local businesses during the closure of the Fremantle Traffic Bridge.

Built around the idea that there is no single way to experience Fremantle, the campaign invited visitors to choose their own "way to Freo" while showcasing the diversity of experiences available across the city.

From a salty dip at Bathers Beach followed by a boutique treasure hunt through Fremantle's streets, to a South Terrace coffee run, a night of honky-tonk dancing, a Rottnest Island adventure or an open mic performance, the campaign celebrated the people, places and experiences that make Walyalup | Fremantle unique.

The launch of the campaign was accompanied by a round of 50 marketing grants for small businesses, with funding awarded to drive their own campaign activity, delivering locally produced content or targeted Meta advertising to further drive engagement and visitation. Together, the campaign and grants program represented a collaborative approach to destination marketing, bringing businesses together under a shared story while promoting the city's distinctive character.

Following the success of the first phase, the City of Fremantle is now preparing to launch Phase Two of 50 Ways to Freo to coincide with the reopening of the Fremantle Traffic Bridge on 1 November.  

While the original campaign was developed to help mitigate the impacts of the bridge closure, the next phase will celebrate renewed connectivity and continue to showcase the many reasons people choose to visit, dine, shop, stay and explore in Fremantle.

The campaign has become a united effort to market the breadth of experiences available across the city, highlighting Fremantle's creativity, culture, community and entrepreneurial spirit. This collaborative approach has also earned industry recognition, with 50 Ways to Freo named a finalist in the Destination Marketing category at the 2026 Tourism Council WA Business Awards.

Local businesses are encouraged to be part of the next chapter of the campaign.

Get involved in 50 Ways to Freo and access the campaign toolkit here. 

Explore 50 Way to Freo 

Whether you're a retailer, hospitality venue, tourism operator, creative business or service provider, there are plenty of ways to join the campaign and help showcase everything that makes Fremantle one of Western Australia's most distinctive destinations.