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.

You can participate in the following ways:



  • Timeline item 1 - active

    Community engagement is open

    8 May to 18 June 2023

  • Timeline item 2 - incomplete

    Prepare draft plan and vision

    July to September 2023

  • Timeline item 3 - incomplete

    Community consultation on draft plan

    October 2023

  • Timeline item 4 - incomplete

    Finalise the plan and present plan to Future Melbourne Committee

    Late 2023 to early 2024

Share an idea

We need your input to build a vision for the future of tourism in Melbourne. Share your ideas by 18 June 2023.

Contact us

Have questions or want to learn more about the project?