THE Fremantle Chamber of Commerce has launched a new tourism committee, declaring it will be the city’s “authoritative voice” on destination marketing — but the move comes against a backdrop of tension with newly elected mayor Ben Lawver and questions about duplication.

Shortly after Cr Lawver’s election, chamber chief executive Chrissie Maus publicly described some of his comments as “factually incorrect” and said they had “generated unnecessary confusion”, a rare public rebuke that exposed a rift between the city’s peak business body and the mayor.

Now Ms Maus says the chamber is stepping up.

“Fremantle is a destination with soul, edge and undeniable momentum. That momentum comes from our partnerships, our people and ensuring all voices are heard. Fremantle works best when we all move together,” she said.

The chamber says the new committee will sit alongside the City of Fremantle’s Economic Development Working Group, which now incorporates what was once a standalone destination marketing group.

“The City of Fremantle has recently broadened its focus. What was previously a ‘destination marketing group’ now sits within the broader Economic Development Working Group, with a mandate that extends beyond tourism to the delivery of the city’s wider economic development strategy.

“I was pleased to contribute to that strategy work with The City. That evolution has created a natural opportunity for the Chamber to strengthen its leadership and specialist focus on destination marketing and tourism, and to act as a trusted expert voice to support the City in this space. 

“This is not a departure. It is a re-energised alignment of roles.”

She rejected suggestions there could be overlap.

“The FCC Tourism Committee is designed to complement and strengthen the City’s work, not compete with it. 

“We are committed to ensuring there is no duplication and that both bodies remain closely aligned. Where appropriate, there will be opportunities to pool resources and collaborate on campaigns under the This Is Fremantle brand.

“We will provide an even stronger, unified industry voice that feeds directly into the City, informed by real-time insight from operators, investors and place-makers.

“Think of it as industry and government moving in parallel lanes toward the same destination. 

“The City brings statutory responsibility and strategic oversight.

“The Chamber brings deep industry intelligence, destination marketing expertise and on-the-ground commercial perspective. 

“Together, that combination makes everything sharper, faster and more impactful.”

However, a council insider told the Herald the chamber had already operated a Tourism Committee with many of the same members, leading them to wonder what the chamber’s real intention was.

Influence

Ms Maus said the group would formalise industry influence.

“The Chamber currently enjoys an exceptionally strong and constructive relationship with the City of Fremantle, underpinned by a shared commitment to clearer positioning and a sharper focus on economic outcomes. 

“That alignment is stronger than it has been in many years, which is precisely why this next phase of collaboration is both timely and welcomed.

“This committee formalises that influence and gives it structure, scale and weight, ensuring industry feedback moves from ad hoc to strategic, consolidated and actionable.

“There have been positive campaigns and strong results and as with all marketing, there will always be a range of perspectives. The opportunity now is to go further and faster.

“The FCC Tourism Committee provides an additional layer of industry-led due diligence as the City broadens its focus, helping to drive stronger commercial outcomes and greater business confidence. Everyone wins.”

She said businesses wanted more than consultation.

“A consistent theme from industry is a desire for a clearer, stronger and a more meaningful seat at the table. 

“Hence why both the City of Fremantle and the Chamber have changed their approach, together. Businesses want their insights to shape priorities, not simply be consulted. This Committee is a direct response to that.”

As for rumours Ms Maus is being groomed for a role with Tourism WA, where former Freo mayor Hannah Fitzhardinge was appointed to the board early this month, she laughed them off.

“Ha! I have an incredible working relationship with Tourism WA and value that partnership greatly. I absolutely love partnering with them.

“Every week there seems to be a new rumour. I take it with a smile, let the noise swirl and get on with the work. 

“I put my head down and aim to keep delivering.

“My focus is firmly on Fremantle and Destination Perth and on building exceptional outcomes for them both. 

“Launching this committee is a reflection of that commitment. Fremantle deserves big thinking, bold collaboration and a louder, more confident industry voice. That is exactly what we are delivering.”

The council’s director of city business Matt Hammond said: “The City has welcomed and enjoyed strong collaboration and engagement with the Chamber’s Tourism Committee since it was established several years ago and continues to consider it a key stakeholder in the delivery of the City’s Destination Development Strategic Plan. 

“The Chamber has also been represented on the City’s Destination Development Working Group since its inception in 2018, demonstrating the importance of the Chamber and its members as major stakeholders in the delivery of tourism marketing and development activities led by the City. 

“The City welcomes the recent news of the reinvigoration of the Chamber’s Tourism committee, of which it is an active member and looks forward to continuing our participation on the committee as we work together on delivering outcomes associated with the City’s Destination Development Strategic Plan.”

by STEVE GRANT