Company Background

Hidden Secrets Tours – Melbourne

Hidden Secrets Tours is a Melbourne touring business whose mission is to share a unique walking tour experience that you will only find in Melbourne. The best secrets are sometimes just hiding ready to be shared.. Our hero’s are the Laneways, the local characters, the creative heart and of course the city herself..

Founded in 2004 and established to showcase the urban vitality to locals and visitors alike. We seek to share with our clients a quintessential insider experience of Melbourne. Touring around the city we focus beyond the tourist traps, and celebrate all things Melbourne.

Our Philosophy

Hidden Secrets Tours is a tourism business that focuses on what makes Melbourne tick. We are proud to be a green tourism business that does not use a car. We choose to have as many of our products as possible locally sourced and manufactured – both by our friends that we visit on tour and what we do and consume in house. We believe in supporting small business first, and ask for no commission on any purchases that our clients make on or after our tour of Melbourne. We are passionate about all things Melbourne.

Our Industry Achievements

We are fortunate to have worked on many great events in Melbourne including,

AIME 2013 and 2012, sharing Melbourne with CondeNast 2012, The Oprah visit in 2010, and so many more great clients including, Lendlease, Cotton On, RMIT, Kids Under Cover, MSFW, Westfield, Telstra, Sacred Heart Mission Dine with Heart and so many more

We are honoured to have been recognised with:

A Melbourne Award for Contribution to the Community in 2008, We have been nominee for Business 3000 awards, profiled on the inflight JetStar and Qantas Melbourne Arrivals Videos, Trip Advisor Certificate of Excellence in 2015/2014/2013, and involved with Tourism Victoria with Inside Stories to name a few. We are paid members of VTIC, ATDW , MAB, Professional Tour Guides Association of Australia and Melbourne Convention Bureau and work extensively with Destination Melbourne, City Of Melbourne, Tourism Victoria, Invest Victoria, Tourism Australia to name a few

Our Beginings

The Melbourne hidden secrets tour concept began with publisher Michelle Matthews and a Small Business Development Grant from the City of Melbourne in January 2004. The company’s owner, Fiona Sweetman, took the first tour of Melbourne in May 2004 as Hidden Secrets Tours. A focus on small business, especially on local content, alongside innovations in urban design and culture, amongst Melbourne’s diverse community, make these urban walking experiences unlike any other!

Fiona and her company continue to evolve, with acquisitions of additional tours of Melbourne including, Vintage Outings, and Golden Mile Heritage Walks. Hidden Secrets Tours continue to discuss with creative thinkers on developing new itineraries to extend your relationship with Melbourne, the creative capital of Australia.

All destinations included in the tour itineraries do so by invitation, after consultation on their strengths in customer service, product, and / or design origin, and they participate without commissions.

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Tours of Melbourne

Hidden Secrets Tours is a unique way to see the real character of Melbourne. Our walking tours of the city allow you to be introduced to the culture and characteristics for which Melbourne is famous. Unlike most cities, Melbourne’s charm is hidden away down special nooks throughout the city. Taking part in one of our great tours of Melbourne city will open your eyes up to a world you may have previously walked right passed. Perfect for tourists and locals alike, our walking tours have something to offer all city, art, architecture or cafe enthusiast.

We specialise in what makes Melbourne tick. Where design, small business and creativity are the heroes – indulge on a stroll with us in the city we call home!

Hidden Secret Tours-image04 Melbourne Lanes and Arcades Tour
Hidden Secret Tours-image05 Various Foodie Tours in Melbourne’s Laneways
Hidden Secret Tours-image06 French Speaking Laneways Tour


Contact Us

Address: Suite 2, level 7, 37 Swanston Street


Tel: 03 9663 3358