Survey feedback over summer was overwhelmingly positive, with 88 per cent expressing a strong sense of community connection and 86 per cent of respondents rating safety as excellent or good.

Stallholders were equally upbeat, with 76 per cent reporting increased revenue and 97 per cent reaching new customers.

Steve Parker of Geelong Region Olives

Geelong City Market is a really good initiative.

It gives us access to a whole new demographic and group of people who didn’t know our brands, and we’ve been able to significantly raise our profile.

The Geelong City Market was a strategic Council initiative that received seed funding through the 2025/26 budget to reinvigorate the Little Malop Central precinct. Delivered by Barwon Events – led by celebrity chef Simon Toohey and events specialist Kieran Blood – the weekly market features a curated mix of local food, drink, creativity and live entertainment.

Survey data from January also found 75 per cent of visitors travelled to central Geelong specifically for the market, while 59 per cent spent money at nearby businesses.

Feedback highlighted opportunities for growth and diversification, including a special night market, which will come to life on 19 June to kick off the Tastes of Greater Geelong program.

Mayor Stretch Kontelj OAM

Geelong City Market is bringing people back into the heart of our city and creating a welcoming, vibrant place to meet, socialise and spend time.

After a strong launch, now it’s time to build on the momentum, make improvements where needed and trial new ideas to keep the market front of mind on Saturdays while continuing to support small businesses.

From its launch on 25 October 2025 to 10 January 2026, Little Malop Central welcomed an average of 5,891 visitors between 8am and 2pm each Saturday – a significant increase on pre-market activity.

During the same period, economic modelling showed the market injected a total of $3.1 million into the local economy, including $1.6 million in direct spending and $1.5 million in indirect benefits.

Market organiser Simon Toohey

We’ve been buoyed by the support of the Geelong community, especially our stallholders, who have helped create something really special in a short period of time.

With the opening period, holiday season and warmer months behind us, we’re in a strong position to make the market a must-do weekend destination.

The Geelong City Market is held each Saturday from 9am to 2pm at Little Malop Central. Stallholders, entertainment and information are available at geelongcitymarket.com.au