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Experience and Enjoyment

"…to be a successful knowledge based region, regions need to have a high concentration of highly skilled global knowledge workers. These workers tend to migrate to regions with scale and diversity of social and community infrastructure and cultural and lifestyle choices." - Australian Local Government Association, State of the Regions Report

Experiences have emerged as the next step in the progression of economic value from commodities through to goods and services. Cities and regions around the world, therefore, have repackaged their tourist attractions as experiences, resulting in differentiated products with higher economic value.

Visitor Experience and Tourism

With direct and indirect economic benefit in excess of $15 billion and generating over 190,000 jobs, the tourism industry is vital to the long term sustainability of the Victorian economy. From the semi-rural setting along its western flank, to the picturesque urban environment along the Maribyrnong River and Port Phillip Bay, our region offers a multitude of unique and wonderful experiences. Melbourne’s west is a key contributor with iconic attractions and offerings, including:

  • Scienceworks Museum
  • Werribee Open Range Zoo
  • Werribee Park Mansion
  • Victorian State Rose Garden
  • RAAF Aviation Museum
  • Wineries and quality dinning
  • Nature reserves that have bird populations rivalling that of Kakadu National Park
  • A new international-class golf course at Eynesbury
  • The second and third largest rivers in Melbourne
  • Plentiful, vibrant and diverse art and cultural artists, experiences and galleries including the Clocktower Centre, Incinerator Gallery, Footscray Community Arts Centre, the Substation, the Hunt Club and Wyndham Cultural Centre.
  • Local, state and national sport facilities including Flemington Racecourse and Moonee Valley Racecourse, the National Equestrian Centre, Tabcorp Park, Calder Park, the National Netball Stadium and the redeveloped Whitten Oval (home to the Western Bulldogs) and} Windy Hill in Essendon.

Arts and culture

Arts and culture enliven our region and contribute directly to the ‘sense of place’ which attracts both residents and investors to any region Vibrant and diverse arts and cultural activities are an important contribution to the enjoyment of living in and visiting Melbourne’s west.

Events like the Big West Festival provide quality arts and cultural experiences as well as community participation opportunities which intertwine and bring people together throughout Melbourne’s west. They also support a wide range artists, diverse cultural groups and amateur and professional artists and companies.

Organisations throughout our region, such as the Hunt Club Community Arts Centre in Brimbank, the Footscray Community Arts Centre in Maribyrnong, and the Clocktower Centre and Incinerator Gallery in Moonee Valley provide artistic programs to the diverse communities of Melbourne’s west and offer exhibitions, performances, concerts, one-off events, and workshop programs enabling the education of people throughout the region in a variety of art forms.

With 16 local festivals on the Events Calendar, supported primarily by Maribyrnong, and Brimbank Councils, Footscray has been named the Festival City. These festivals combine to offer a rich and colourful array of cultural and artistic opportunities for the people of the West to enjoy in their local communities.

Sport and recreation

Sport and recreation opportunities abound and provide settings for social interaction, sharing common interests and enhancing a sense of community. As an industry, sport and recreation is in a unique position to act as a catalyst to build social capital; improve people’s health and wellbeing; enhance educational attainment; and act as a diversion from potential crime and anti-social behaviour. This in turn creates more cohesive and content communities within the fabric of our society.

Melbourne’s west has the potential and existing concentrated mass of suitable organisations to allow for our region to develop a major ‘SportWest’ cluster of elite sports, education and research facilities. Redevelopment of the Whitten Oval at Footscray, the Maribyrnong Aquatic Centre and sporting facilities at the Maribyrnong Secondary College and Victoria University’s investment in its Footscray Park Campus, in particular the development of the Institute of Sport, Exercise and Active Living (ISEAL), have delivered to our region some world class facilities. With further such investments, Melbourne’s west could become one of the world’s leading centres for sports, exercise science development and elite athlete performance.

Community-level sport and recreation promotes physical activity and well-connected communities. Investment in our region’s sport and recreation facilities and the informal and formal public open spaces in Melbourne’s west can provide the environment and spaces for our growing population to improve their quality of life.

Joined-up thinking

  • Tourism, Arts, Culture and Recreation is important for our region. These growth sectors provide considerable potential for new job creation in Melbourne’s west. They also help in the development of stronger, more connected communities. 
  • A strong tourism portfolio and strategy, bringing visitors to the region, supports other sectors in our regional economy. Creating eco-tourism experiences can be a catalyst for improving the environment.
  • Superior facilities for arts and culture and recreation, enhance the attractiveness of new urban development.
  • A vibrant Arts and Cultural sector and a healthy recreation sector ensure our region is more attractive to higher socio-economic groups and attracts new high value-added business investment.


The Western Agenda sets out the following Experience and Enjoyment goals for our region through to 2016:

  1. Increased visitation to Melbourne’s west through building strategic tourism profile
  2. Strengthened support for our region’s creative communities
  3. Enhanced recreational opportunities in Melbourne’s west.

To learn more about the targets, priority actions and responsibilities for promoting Experience and Enjoyment in Melbourne’s west, please download a copy of the Western Agenda (links below).

If you would like to discuss Experience and Enjoyment with LeadWest, please contact us.

Date Name File Size
Feb 18, 2013 Western Agenda 2012-2016 Part 1 5.39 MB
Feb 18, 2013 Western Agenda 2012-2016 Part 2 8.14 MB