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19 MAY, 2026
Put Hume on the map By Georgia Tacey Hume tourism operators are calling out for more state support as they say Greater Melbourne has been left behind. Twelve of Hume’s tourism operators – Living Legends, AFL Max, Animal Land Children’s Farm, Arundel Farm Estate, Hume Tennis and Community Centre, Mantra Melbourne Airport, Marnong Estate, PARKROYAL Melbourne Airport, Visitor Services Centre Melbourne Airport, Urban Surf, and Quest Apartments – have signed a joint letter to Tourism Minister Natalie Suleyman expressing their concern about the state government’s Visitor Economy and policy approach for Greater Melbourne. The operators said Hume is a significant contributor to Victoria’s overall tourism performance, employing more than 15,000 people and generating more than $8 billion of the state’s $46 billion visitor economy output.
Greater Melbourne is not just a transit point; it deserves to be recognised as a destination in its own right - Andrew Clarke However, Living Legends chief executive Andrew Clarke said Hume is not receiving its fair share of support. “We believe it’s essential for the Victorian Government to adopt a more balanced approach to tourism advocacy that includes both regional and metropolitan areas,” he said. “Greater Melbourne is not just a transit point; it deserves to be recognised as a destination in its own right.” Th rough the letter, tourism operators have called for the state government to support a more balanced approach to tourism advocacy for both regional and metropolitan visitor economies, and highlight Greater Melbourne destinations. They have also called for the state government to consider the creation of a Greater Melbourne Visitor Economy Partnership or network to serve as a collaborative bridge between the government, local councils and tourism
Living Legends’ Andrew Clarke, Animal Land’s Glen Ryan, Marnong Estate’s Sylvia Koopmans, Adele Ioannou with horse Efficient from Living Legends, Arundel Farm Estate’s Elizabeth Portelli, URBNSURF’s Casey Reihana and AFL Max’s James Podsiadly. (Damjan Janevski) 551601_02
operators to drive sustainable growth. “The absence of a policy position for Greater Melbourne means that operators need to do all the heavy lifting on marketing and promotions and intergovernmental engagement to contribute to a thriving Victorian tourism economy,” Mr Clarke said. “Local tourism businesses are already grappling with the challenges of uncertainty due to global forces, increased costs to do business and the wider community suffering from the cost of living. We hope that the Victorian Government can support our efforts.” The advocacy comes as it was revealed during Hume council’s 11 May meeting that the municipality had lost out on two big tourism developments. Marnong Estate, which was set to be expanded to include additional day
spas, a hotel and function centre, had its planning scheme amendment refused by the planning minister due to green wedge planning protections. TopGolf, which was announced as part of Melbourne Airport’s Elite Park precinct plan in 2024, was revealed to have withdrawn its planning application due to federal government delays. A Melbourne Airport spokesperson confi rmed that TopGolf was not going ahead, with the Elite Park also affected by the delays. Cr Naim Kurt, in moving a recommendation to write to the tourism minister, said the local visitor economy was one of council’s most significant economic drivers. “To have two opportunities slip through our fi ngers has been really disappointing
to see and I think it’s highlighted the need for us as a council to get on the front foot and push for further tourism advocacy for our community,” he said. “We know that through the state budget funding exists for the city of Melbourne, and also exists for outer regional areas, but we don’t have any funding for our growth communities as well. “There’s effectively a donut around Melbourne where no tourism funding is coming in.” As part of the letter to the tourism minister, council will back tourism operators’ calls for greater support for growth areas like Hume, and to ensure tourism benefits are given consideration in any future planning applications. The state and federal governments were contacted for comment.
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