About Us

Founded in 2004, Hidden Secrets Tours is Melbourne’s original laneways walking tour company, developed by co-founders in publishing and small business retail. At the time, the concept of walking tours was only emerging in our city.

Two decades later, Fiona continues as owner and the company is powered by a team of equally passionate and curious Melburnians, always exploring the city. Together we have won awards in tourism and innovation, championed the value of local businesses and delight in the wider conversations about Melbourne’s place in the visitor experience in Australia and beyond.

You may have seen us on TV and in the media promoting quirky stories and the creatives of Melbourne, this is what we love to share. Our team use the city, for fun, work and rest. We hope to inspire you to do so as well.

Meet the team

Fiona Sweetman – Director and Founder

I first hosted a tour in a small town in France for English speaking conference guests in the 1990’s, but soon returned to my dressmaking business, and photography habits. On my return to Melbourne, I sought out other small business creatives, and travel connections. By my mid 30’s I found myself starting a new tour business that became Hidden Secrets Tours. Today I continue supporting my city and my team as we head into another decade.

Finding a passion in the value of tourism, I have been on several industry boards, and industry committees, and thrive in connecting people with stories. I still love to travel, seeks out local creatives, and alternative perspectives.

Our guides →

Melinda

As a fifth generation Melburnian, I feel very connected to my hometown. I love all this vibrant city has to offer and particularly enjoy arts related interests, such as live music, theatre and galleries. “Some people say I look like Mary Poppins carrying my brollie, but if I can help weave them some Melbourne magic, that’s fine with me!”

Lynne

I love to travel and meet people. I enjoy music, the theatre, football and swimming. I’ve been a walking tour guide for 15 years and am passionate about my hometown. I believe the best way to see Melbourne is to walk to truly see and absorb the sights and the sounds of this amazing city.

Dee

I am passionate about Melbourne’s colourful gold rush history from its exquisite buildings to its rogue characters that have been woven into the fabric of the city today. In my spare time I follow my passion of florals and perfumes from bygone eras and make my own perfumes and potions.

Tour guiding allows me to meet fabulous people from all over the world and immerse them in our amazing city in unique and joyful ways.

Fiona (Fee)

Leading walking tours of Melbourne City is a privilege and a joy. I am a foodie and music lover who thrives in bustling cities, art culture, diverse culinary scenes, and coffee! My years of guiding and sharing Melbourne’s stories have brought me closer to my Australian history and fostered a deeper connection with the city.

Isabel

I have been a specialist tour guide leading walks for 21 years. I have a passion for weaving in and out of the lanes, alleyways and arcades and constantly discovering the new, and the unusual. I delight in meeting people and introducing folks to our historical narrative, our extraordinary architecture, and our ever-changing city.

Melbourne is my city – a truly vibrant place. My very favourite lane is the lush and lovely Guildford Lane, filled with unique small businesses today, in the 1920’s the lane housed chocolate and furniture factories and a motor bike garage. You can guess what I enjoy doing in my spare time – ‘exploring of course’ the grid of Melbourne.

Catherine

Although born in France and raised in Paris, I have succumbed to Melbourne’s charm.

Having worked as a tour guide all over Australia, my current passion is to enthuse visitors and delight them with Melbourne’s many secrets and leave them enchanted.

Just look out for the French twist I may give your tour!

Bronwyn

As a Tour Guide for over 25 years and a member of Tour Guides Australia I love our vibrant city of Melbourne. It is a privilege to share with visitors our city and to give them the opportunity to discover some of its hidden secrets.

Having worked as an exhibition/museum curator I enjoy art, history, heritage and travel exploring new cultural landscapes.

Judy

Born in England but living here since childhood, I worked in education for many years. Wanting a career change, I started volunteering at the city of Melbourne and realised how much there was to share about our city and my passion of showing visitors around Melbourne was born. I love checking out the many cafes of the city and now even have my own little black book of tips to share with people. It’s now a privilege and an absolute pleasure to take local, interstate and international visitors to Melbourne’s hidden secrets.

Alice

Born and bred in Paris, I have a passion for traveling and discovering new countries, cultures and people.

Having lived in France, Germany and Italy, I’m now installed in Melbourne and totally in love with this fantastic city. I will be delighted to meet you, show you around, and tell you some of the hidden stories of Melbourne. And of course, with a bit of an accent!

Office staff →

Meg

Born and raised in Melbourne I have lived here all my life and have strong family roots to the inner city and the CBD.

With a background in the travel industry in sales and wholesale I’m passionate about curating memorable experiences, from organizing Melbourne’s best walking tours to discovering new haunts and great coffee spots around Melbourne.

A lover of travel, art, and design, you’ll often find me exploring creative spaces. On the weekends I love taking long walks with my dog, dining out with friends or cheering on my AFL team at the MCG.

Stef

Although born in Germany and living in the US for a few years, I consider myself a passionate Australian calling Melbourne home for the majority of my life. I have worked in the tourism sector for well over 20 years in all areas from tour guiding, marketing, accounts & HR to office management for various attractions and tour companies. I have always been an enthusiastic traveller, love exploring nature and learning about different cultures. I joined Hidden Secrets in the post Covid world as Office & Operations Manager and am excited to be part of such a great team.

Recognition & Awards

Since 2004, we have been striving for excellence in our field, and as the original laneway walks, we are innovating all the time towards business excellence.

We are honoured to have been recognised with:

Bronze winner in 2017, Victorian Tourism Awards
A Melbourne Award for Contribution to the profile of Melbourne in 2008,
We won the 2017 Business 3000 awards for the Female Entrepreneur Award
We won the 2024 Small Business Achievement award from the City of Melbourne.
We have accreditation by ATIC – including sustainable practices
We are paid members of VTIC, ATDW , Tour Guides Association of Australia and Collins Street Precinct

Our Friends in Melbourne

Our mission is to showcase Melbourne and all who make it so wonderful.

Here is a list of some of our favourite city friends and why.

Mork Chocolate

Meet Mörk Chocolate makers of specialty, ethically sourced hot chocolate in Melbourne on our Lanes & Arcades tour.
Inspired by Melbourne’s coffee culture ― which is considered by many to be the best in the world ― Mork have made it their mission to bring specialty hot chocolate onto the scene.

Created in 2012, Mörk’s first hot chocolate blend was created using the same approach taken by specialty coffee-makers; with respect for the traceability, quality and unique origin of ingredients all the way from bean to cup. That’s what makes Mörk different from other drinking chocolate.

*Please note some tours may visit an alternate chocolate business.

Melbourne Roof Top Honey

We are official sponsors of a Bee Hive! – Yes, when we met Rooftop Honey, we loved their urban plan – Sustainable, a way of educating, and also their delicious naturally great product! YUM! Look out for our Bourke Street CBD Honey

Keep Cups

As we look at the friends we have made and the businesses we choose to work with, then Keep Cup was a no brainer.. In a city where Coffee is everywhere, we wanted to offer a gift on one of our tours that was reusable, but still talked of Melbourne. Fiona met Abigail Forsyth in 2007 at a City of Melbourne event, and so when the Keep Cup was launched at the Melbourne Design Market in 2009, Hidden Secrets Tours ordered their own a few months later. Developed and designed in Melbourne and now an international brand, we are so very excited to support Keep Cup any way we can – when one cup can save about 3,000 paper cups, thats a sustainable idea we want to promote.

Matt Irwin Photography

If there is ever a photographer who showcases the best vistas of Melbourne, we think this is Matt Iriwn You can find some of his work in a shop in the Royal Arcade, and on Matts own site. We even shared our studio with him for little while.

Tiffany Treloar Clothing

Tiffany Treloar is an inspiring local designer, where all of her high quality fabrics are sourced with colour and quality in mind. Many of her fabrics are printed with imagery that Tiffany creates, right here in Australia and then is made into a garment here in Melbourne. A true local label, and with an eye on sustainable production and manufacturing processes. Fiona once worked with Tiffany as well, way back before the world of tourism. Find her shop on Flinders Lane.

Mattt Bags

in 2008 we wanted some new bags for our guides to wear but without being too touristy… We could not go past the handmade bags from a gent who made them in our building… the Nicholas Building. Matt T. came up with the wonderful Melbourne watercolour map option for us… you can order one of your own here

StreetSmart Australia

There really is so much to be done globally in relation to the concerns of homelessness. Street Smart have been our charity partner for since 2015. We support them to deliver in micro grants across Melbourne! They also celebrate our city and raise funds via #CafeSmart and #DineSmart events each year www.streetsmartaustralia.org

Travellers Aid

Travellers Aid is a Melbourne based not-for-profit that assists those with accessibility issues. We work with them to provide the best options for our potential guests who may have mobility concerns. We are very proud supporters of Travellers Aid, please contact them if you are interested in their services even if you are not joining us. https://www.travellersaid.org.au/