Geelong’s Beloved Waterfront Is Getting A Shiny Revamp

It’s time to start planning your next trip over the West Gate, because Geelong’s popular waterfront precinct is getting a new wave of food and entertainment experiences. 

Hot on the heels of being crowned the highest-growing region in Victoria (for the fourth year running, mind you), the City of Greater Geelong has called for entrepreneurs and local businesses to help breathe new life into the vibrant foreshore. 

Expressions of interest are now open, with mobile food vendors, tourist attractions, and water-based activities being the key targets. Geelong’s Mayor, Stretch Kontelj, says this new approach is “creating new reasons for people to visit, stay longer and explore the area”, with the overall aim to uplift tourism throughout the entire city—not just its waterfront. 

This revitalisation aims to enhance already-strong tourism numbers and spending. In 2024, 6.3 million people visited the Geelong and Bellarine region, and contributed around $1.8 billion to local business. Of this, $428 million was spent at the waterfront region alone, and a healthy 35% was contributed by visitors to the region. 

Existing waterfront operators have been key in the planning process, with all new ventures aiming to complement foreshore mainstays like the Giant Sky Wheel and the waterfront train. Outside of permanent vendors, Geelong is home to plenty of Victoria’s most recognised events; just think of the Festival of Sails, Ironman 70.3 Geelong, the Geelong Revival Motoring Festival, and the Cadel Evans Great Ocean Road Race. 

It’s no wonder Melburnians are flocking down the M1 for a visit, or even a lifestyle change. Over the past four years, the Geelong region has gained 13,497 net residents, with 54% of arrivals in 2025 relocating from Melbourne. Factors like housing affordability, proximity to the city, a growing employment base, and (of course) the coastal nature of Geelong are driving migration—and initiatives like this waterfront development indicate this trend won’t be stopping anytime soon. 

Expressions of interest for new foreshore businesses and attractions are open until 31 May here. 

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Image credit: City of Greater Geelong | Website