A City of Belmont marketing campaign aimed at positioning the area as a premier tourist destination is facing criticism from local residents, despite early signs of engagement.
The “Visit Belmont” initiative, launched as part of the city’s broader strategic community and economic development plans, promotes Belmont as “Perth’s best kept secret” and encourages visitors to explore its recreational and retail offerings. The campaign, running through mid-July, highlights attractions such as indoor skydiving, go-karting, rock climbing, and local shopping and dining options.
City of Belmont Chief Executive Officer John Christie said the campaign is designed to spotlight the city’s unique lifestyle experiences.
“The City of Belmont is full of opportunity, not just for the people who live and work here but for visitors too,” Mr Christie said. “Through our Visit Belmont campaign, we’re shining a light on our local businesses and the unique experiences that make our city such a vibrant destination.”
Preliminary feedback has indicated that the city’s adventure-based attractions are resonating with potential tourists, distinguishing Belmont from other Perth suburbs.
However, the campaign has drawn skepticism from local community members, including the Belmont Resident and Ratepayer Action Group.
Chairperson Lisa Hollands voiced her concerns during a Perth radio interview on Thursday, saying she found the campaign “quite amusing.”
“It depends what you want to do when you have a holiday, but it’s not somewhere I’d come,” Ms Hollands said.
“If you go to Paris, you go to the Eiffel Tower. In Perth, you’ve got all the other attractions everywhere else. I can’t see anything I would come to Belmont for a holiday for.”
She also raised practical concerns such as limited parking and aircraft noise, which she said may deter visitors.
Nonetheless, she acknowledged some positive aspects of the city, including its well-maintained public spaces.
“We’ve got great parks, and the guys who keep our parks looked after do a fantastic job,” she added.
The City of Belmont said results from the campaign will be used to inform future marketing efforts, with a continued focus on supporting local business growth and tourism development.
