Hidden Secrets Tours is a Melbourne business owned and managed by Fiona Sweetman. Her passion is small business and innovative retail experiences for visitors and locals alike.

Innovative publisher Michelle Matthews’ concept of shopping tours secured a Small Business Development Grant from the City of Melbourne early 2003. Having caught up with Michelle in Jan 2004 Fiona Sweetman with a background in design, customer service and marketing, the basics of the Shopping Secrets tour hit the ground running in May 2004.

Under Fiona's direction the tours quickly became Hidden Secrets Tours, when she felt shopping was only a fraction of what Melbourne should be known for. The focus is still on shopping, but strongly on local content, alongside innovations in design and culture, derived from Melbourne's diverse community, making it an environment unlike any other city!

Fiona has independantly owned Hidden Secrets Tours since April 2006, and continues to discuss with creative thinkers on developing new itineraries to extend your relationship with the style capital of Australia.

All destinations inclued in the tour itineraries do so by invitation, after consultation on their strenths in customer service, product, and or design origin, and they participate without paying any commissions.

Melbourne’s reputation for lifestyle, shopping and design takes on a new light with Hidden Secrets Tours!