Expressions of interest are open for a range of new and existing experiences along the waterfront, including mobile food vendors, tourism attractions and water-based activities. 

The initiative will expand the range of attractions, with vendors and activities operating throughout the day and into the evening to boost the vibrancy of the precinct.

Geelong attracts large numbers of visitors and strong spending, with 6.3 million people visiting the Geelong and Bellarine region in 2024 and contributing around $1.8 billion to the local economy. The waterfront is a major driver of this activity, generating $428 million in precinct spending from more than 970,000 customers in 2024, with 35 per cent coming from visitors and 65 per cent from Greater Geelong residents.

The Geelong foreshore is also the stage for some of Victoria’s most recognised events, including the Festival of Sails, the Cadel Evans Great Ocean Road Race, Ironman 70.3 Geelong and the Geelong Revival Motoring Festival, which bring thousands of visitors to Geelong each year and reinforces the City’s status as one of the state’s premier waterfront destinations. 

Mayor Stretch Kontelj OAM 

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.

We’re looking for innovative and high-quality experiences that complement the existing hospitality venues and attractions while adding to the vibrant character of our foreshore.

Economic Development portfolio chair Councillor Trent Sullivan

This is an opportunity to showcase the creativity and entrepreneurial spirit of our community while strengthening Geelong’s position as a leading regional destination.

We’re encouraging local businesses and operators with great ideas to come forward and help shape the future of this iconic public space.

The City values the existing waterfront operators, who play a key role in the precinct. They have been engaged throughout the planning process and the City will keep working with them as the expression of interest process continues.

The new attractions will complement the much-loved operators that have been based at the waterfront for years, such as the Giant Sky Wheel and café and the Waterfront Train. 

Giant Sky Wheel and café and Waterfront Train operator Brandon Verfurth

It’s the most beautiful part of our city and it’s a real honour to be able to work down here and showcase our beautiful ferris wheel, café and our train ride.

The waterfront is an amazing place to visit because it’s got a lot of historical value to Geelong. It’s got one of the most beautiful beaches in Victoria and it’s a tourist hub attracting millions of people across the state every year.

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.

Expressions of interest are open until 5.00 pm Sunday, 31 May. For more information or to apply, visit our Have Your Say platform.