The City of Fremantle has introduced a fresh travel initiative aimed at encouraging Western Australians to explore their own backyard for their next holiday. Dubbed Your Next Holiday Is Closer Than You Think, the campaign promotes the port city as an ideal staycation destination, helping residents save on travel expenses while supporting the local economy.
Addressing the Post-Easter Tourism Slump
The campaign comes in response to a noticeable downturn in tourism following the Easter period. Data presented at a destination development working group meeting in March revealed a 30 per cent increase in cars parked at train stations and widespread cancellations affecting 83 per cent of Fremantle businesses. This trend is expected to persist through the winter months, prompting the city to take action.
Matt Hammond, Director of City Business, emphasised the importance of the initiative. “Tourism businesses are a vital part of Fremantle’s economy and character, and initiatives like this intend to raise the awareness of the great work local businesses are already doing to raise the profile of Fremantle as a destination,” he said.
Promoting Year-Round Staycations
The campaign will position Fremantle as a year-round destination for staycations and local travel, highlighting its vibrant neighbourhoods, diverse dining scene, and coastal culture. It encourages visitors to take advantage of the city’s walkability, public transport, and cycling infrastructure. The city is also partnering with local hotels and caravan parks to develop packaged offers, making it easier for people to plan their getaway.
The working group recently attended the Fremantle Chamber of Commerce tourism committee’s April meeting to update key stakeholders on the city’s plans and projects. A central focus was the need for staycation-focused messaging to counteract the post-Easter drop in visitors.
Collaboration Between City and Chamber
Chrissie Maus, Chief Executive Officer of the Fremantle Chamber of Commerce, highlighted the collaborative effort. “The chamber brings the voice of business and real-time market insight, the city brings scale and strategic delivery, and together we move faster and with purpose,” she said. “Our joint focus is simple. Work together on more reasons to come, more reasons to stay and more reasons to spend.”
Staycations as a Response to Cost-of-Living Pressures
Ongoing concerns over the cost of living and rising fuel prices have made overseas travel less appealing for many. However, Ms Maus noted that people are increasingly prioritising local travel experiences. “Cost of living doesn’t stop people wanting experiences, it changes how they choose them. Staycations meet that moment perfectly. They keep spend local, support local jobs and keep our city alive seven days a week, not just on weekends,” she said.
Looking ahead, Fremantle is building momentum with two major new festivals set to launch later this year, alongside a coordinated Fremantle Icons campaign that brings together the city’s best assets under one compelling story.
