Tourism & Visitor Economy
Tourism has always played an important part of Fremantle in terms of jobs, cultural exchange, legacy infrastructure and vibrancy.
As one of Western Australia’s most visited destinations, Fremantle attracts tourists through its unique blend of heritage, arts, culture, dining, retail, and waterfront experiences.
In 2023/24, tourism in the City of Fremantle generated $1.3 billion in total sales and $822 million in added value. The sector supported 6,087 total jobs (direct and indirect), making up 18% of the local industry, and attracted 1.3 million visitors (international, domestic & local) to Fremantle.
We have successfully developed the THIS IS FREMANTLE brand, website, marketing campaigns, and visitor guide. Our integrated marketing campaigns were awarded gold at the Western Australian Tourism Awards in 2022 and received high commendation at the national level, and more recently awarded Australia's Top Tourism Town in 2025.
To ensure Fremantle remains a top destination and the THIS IS FREMANTLE brand flourishes, it must offer compelling experiences, quality infrastructure, and excellent services to encourage repeat visits.
Our Destination Development Strategy 2023-27 outlines the key objectives the City of Fremantle aims to achieve:
- Maximise growth including growing brand equity and continue to position Fremantle as the most eclectic and spirited seaside destination in the world
- Continue to build the high-yield business tourism sector
- Ensure the visitor experience in Fremantle is world standard
- Ensure Fremantle’s spirit and vibrancy is reflected through events and activations
- Build on partnerships to amplify the Brand and advocate to key stakeholders
Aboriginal tourism provides an ideal platform to protect and preserve, but also to amplify opportunities for Aboriginal enterprises. Elders have identified opportunities for greater interpretation of important Nyoongar heritage, stories and truth telling in the site, and finding ways to communicate both Aboriginal culture and post-colonial heritage.
In 2024, the Fremantle Visitor Centre welcomed 42,450 people to Walyalup. More than just an entry point, the centre embodies the spirit of Fremantle’s Aboriginal culture through its vibrant and inclusive design. A central feature is the Welcome to Walyalup wall, created by Jasmine Little—the winning entry in a competition led by the Western Australian Indigenous Tourism Operators Council (WAITOC) and the City of Fremantle, with support from Tourism Western Australia. This striking artwork reflects the City’s commitment to fostering deeper cultural connections and creating a space that honours the stories, traditions, and identity of Walyalup’s First Nations people. Our city already supports the cruise and tourism industry, attracts a diverse audience and catchment, including students, visitors, day trippers and overnight stays. We are the gateway to Rottnest Island and to Australia.
As Fremantle plans its future, we have a rare chance to turn it into a top visitor destination with amenities and infrastructure that deliver an exceptional experience.
