Tourism is a driver of Melbourne’s economy and one of the cornerstones of our diverse, vibrant, global city. Our world-class cultural offering attracts visitors from all over the world, as well as being a major reason that companies continue to invest in Melbourne, while our sporting and event venues provide memorable experiences and unparalleled levels of service to Melburnians and visitors.
Crucially though, for our residents and communities, tourism is a source of employment and an important part of what makes Melbourne such a great place to live.
For Melbourne, as a truly global city, the loss of our domestic and international visitors, conferences and major events and festivals hit our tourism industry harder than most. Recovery, however, doesn’t mean a return to how things were before. Instead, we must adapt and innovate.
As a result, we have committed to developing a Destination Management Plan for our city’s visitor economy. The five-year plan will create a vision for the future of Melbourne’s visitor economy and set out a pathway to address the challenges and opportunities that lie ahead.
We encourage everyone to get involved in shaping the future of Melbourne’s visitor economy to ensure Melbourne is recognised not only as a great place to live, but also as a great place to visit.
Timeline item 1 - complete
May to September 2023
Timeline item 2 - incomplete
Prepare draft plan and vision
October 2023 to February 2024
Timeline item 3 - incomplete
Community consultation on draft plan
Timeline item 4 - incomplete
Finalise the plan and present plan to Future Melbourne Committee