Fremantle's New Tourism Committee Aims to Revive Port City with Action Plan
The Fremantle Chamber of Commerce has established a new tourism committee with ambitious plans to rejuvenate the historic port city by increasing foot traffic and advocating for local businesses in need of support. This initiative comes as Fremantle grapples with a decline in visitors and a wave of business closures that have left numerous prominent shopfronts vacant.
Less Talk, More Traction: A Strategic Shift
Chrissie Maus, CEO of the Fremantle Chamber of Commerce, emphasized the committee's practical approach. "Tourism is one of our most powerful economic levers," she stated. "The FCC formed the tourism committee to bring together the city's most influential place-makers and visitor-economy leaders in one room to shape strategy, influence direction and convert destination marketing into real business outcomes. In short, we wanted less talk and more traction."
While the chamber has been involved in local advocacy since 1873, Maus noted that this committee represents a renewed focus. "The City of Fremantle has recently broadened its focus. They don't have a destination marketing group," she explained. "This has created an opportunity for the chamber to strengthen its guidance and focus on destination marketing and be the expert voice for the city on this. Both parties already work together, this is just a re-energised function of both."
Unifying Key Players for Economic Impact
The committee includes representatives from major Fremantle institutions, aiming to create a cohesive "visitor economy" that encourages exploration, supports local enterprises, and ensures year-round economic benefits. Participants include leaders from the chamber, City of Fremantle, Fremantle Markets, Fremantle Prison, WA Maritime Museum, Esplanade Hotel, Little Creatures, Sealink, Destination Perth, Hello Perth, Off The Vine, and WA Sotheby's Realty.
"It is not accidental this brings the 'big five' of Fremantle's destination ecosystem into one room - the chamber, city, markets, prison, and museum," Maus highlighted.
Addressing Business Challenges and Vacancies
Fremantle businesses are facing significant hurdles, including the recent Fremantle Bridge closure, which has exacerbated issues like vacant shopfronts along popular areas such as the cafe strip. Maus linked these struggles to a combination of factors: cost of living pressures, rising operating costs, insurance, staffing difficulties, and global economic uncertainty.
"Foot traffic patterns have changed post-COVID and consumer behaviour is more experience-driven. Simply, people are spending money on different things than five years ago," she observed.
Long-standing businesses like Elizabeth's Secondhand Bookshop, established in 1973, are feeling the strain. Administrator Dixie Clementine reported a 42 per cent downturn in turnover since the bridge closure, warning that continued decline could threaten the shop's survival. "Fremantle councillors should come to the Queen Victoria Street inbound lanes and have a look," she urged. "Bring a football. They could play touch rugby without any danger from traffic."
Signs of Improvement and Future Optimism
Despite these challenges, there are positive indicators. Matt Hammond, Fremantle's director of city business, noted that retail vacancy peaked after COVID but has been steadily improving. "Fremantle's city centre vacancy peaked in 2021 following the unprecedented impacts of COVID-19," he said. "However, vacancy rates continue to drop in Fremantle annually and have fallen again this year to 17.2 per cent as at the end of 2025, with 11 additional businesses now operating in the city centre."
Recent developments, such as the Woolstores Shopping Centre, The Garde Hotel, Owston Hotel, and the reopening of the Old Shanghai Food Court, are contributing to this upward trend. Maus expressed confidence in the committee's potential impact, citing resilience in the face of infrastructure disruptions like the bridge closure.
"Over the past 18 months, we have seen a softening in commercial vacancies alongside a noticeable uplift in hospitality, food and beverage and experiential retail openings, which is a positive signal for Fremantle's confidence and attractiveness as a destination," she said. "While a modest number of local businesses have closed or transitioned during this period, we are pleased to see vacancy rates now trending in the right direction - decreasing. That is exactly why coordinated destination marketing and leadership matters more than ever."
Community Involvement and Call to Action
The revival effort extends beyond the committee, with Maus urging community participation. "Remember two words - shop local," she emphasized. "Cities are not saved by strategy documents. They are saved by people choosing to show up. The committee's role is to make it easier for people to fall in love with Fremantle again through stronger storytelling, better experiences and smarter partnerships."
This comprehensive approach aims to transform Fremantle into a vibrant destination once more, leveraging collaboration and strategic marketing to drive economic recovery and support local businesses in the iconic port city.
