Geelong’s waterfront could soon look very different, with plans underway to introduce a new wave of food vendors, tourism attractions and entertainment experiences along the city’s popular foreshore.
The City of Greater Geelong has opened expressions of interest for businesses and operators looking to bring fresh ideas to the waterfront precinct, as part of a broader push to boost activity across the area from day through to night.
The city is seeking proposals ranging from mobile food vendors and pop-up hospitality concepts to water-based activities and family attractions that complement existing businesses already operating along the foreshore.
The waterfront remains one of Geelong’s biggest tourism drawcards, attracting hundreds of thousands of visitors each year. In 2024 alone, more than 6.3 million people visited the Geelong and Bellarine region, contributing an estimated $1.8 billion to the local economy.
The waterfront itself generated around $428 million in spending last year, with more than 970,000 visitors passing through the precinct. While tourists remain a major contributor, locals still make up the majority of visitors, accounting for around 65 per cent of activity.
Mayor Stretch Kontelj said the waterfront continues to play a major role in shaping Geelong’s identity and visitor appeal.
“Geelong’s waterfront is the front door to our city and one of the most popular places for locals and visitors to gather, relax and experience everything our region has to offer.”
“This new approach will bring even more energy to the precinct, supporting small businesses and creating new reasons for people to visit, stay longer and explore the area.”
Existing attractions like the Giant Sky Wheel, Waterfront Train and foreshore cafés are expected to remain central to the precinct, with operators consulted throughout the planning process.
Waterfront operator Brandon Verfurth said the area’s mix of history, beaches and tourism made it one of Victoria’s standout destinations.
“It’s a really nice working environment and we’ve got the best office in the world that we get to wake up to every day. It’s all smiles down here and everyone’s very happy.”
