The conversation

Tourism is a driver of Melbourne’s economy and one of the cornerstones of our diverse, vibrant, global city. We all know that the last few years have been particularly tough on our tourism industry.

The Destination Management Plan is a chance to look to the future and consider the challenges and opportunities that lie ahead. Fundamentally, the plan goes to the heart of the type of experience we want Melbourne to offer its visitors and residents.

Gathering insights

From May to September 2023, we asked the community to describe clearly what they want Melbourne’s visitor economy to look like.

We collected feedback through:

  • an online survey
  • industry focus groups
  • 1:1 interviews
  • stakeholder meetings.

Traditional Owner groups were invited to individual consultation sessions.

Who we reached

98

Online survey responses

150+

Face-to-face engagements

50+

interviews

12

Focus groups

755

Website visitors

What we heard

Ideas wall

We asked the community to describe their ideal visitor experience in Melbourne in five years’ time using three words.

Key feedback themes:

  • Cultural City

    Melbourne is Australia’s cultural heart and home to one of the world's most culturally diverse communities.

    This diversity creates a wealth of experiences and allows visitors from across the world to feel a sense of welcome and inclusiveness.

  • Creative City

    Creative experiences are one of the main reasons people visit Melbourne and 69% of visitors think the city is "creative”.

    If Melbourne is to retain its edge as a creative city, it cannot stand still. But creativity cannot be manufactured.

  • ​Culinary City

    The diversity and quality of the city’s culinary offers is unmatched across Australia, though other cities are heavily investing in this space.

    Our unique sense of place, connection to the fabric of the city and entrepreneurial mindset are what drives the city’s culinary scene.

  • ​Sporting City

    If there's a sport that can be played, there's a fair chance there's a following for it in Melbourne.

    What sets Melbourne’s spectator sport experience apart is the proximity to the city and vibrant urban environment.

  • ​Events City

    What stands out about Melbourne’s cultural events is the proximity and connection to a vibrant urban environment as well as the diversity of Melbourne’s events calendar.

    Stakeholders believe events continue to be critical in driving visitation to Melbourne and filling need periods in our calendar.

  • ​Fashion City

    Melbourne deserves its reputation as the fashion and style capital of Australia, with an unrivalled collection of boutiques that merge the high-end with the avant-garde.

    Shopping continues to be a top visitor activity, from intrastate, interstate and international visitors alike.

  • ​Green City

    Melbourne’s environmental initiatives have earned it a reputation as one of the most sustainable, not just in Australia, but throughout the world.

    The city’s green infrastructure, along with urban forests, wildlife and biodiversity appeal to a growing segment of travellers looking to connect with nature.

Opportunities we identified from feedback

  • New traveller behaviours and strong economic growth in the Indo-Pacific region offer opportunities over the coming decades to further diversify Melbourne’s source markets for international visitation.
  • Melbourne is a city of discovery and in-market digital marketing and enhanced visitor servicing could be utilised to help visitors discover what’s on in the city.
  • Interest in Aboriginal tourism offerings from both domestic and international audiences is a growing trend and represents an opportunity to showcase the unique Aboriginal cultural heritage that visitors can experience in the heart of the city.
  • Stronger collaboration across the industry could improve event activation and amplify the benefits they bring to the city’s visitor economy.
  • Business events fill need periods in the city’s tourism calendar and are an opportunity to position Melbourne as a city of innovation and support key economic sectors for the city’s broader economy.
  • The Birrarung has significant historical and cultural significance and could be more of a central point of focus for the city’s experience and identity.
  • Neighbourhoods and precincts offer an opportunity to showcase the diversity of Melbourne’s experience and extend the benefits of the visitor economy.
  • One in four travellers have accessibility needs and Melbourne has an opportunity to be a global leader in accessible tourism.

Impact

Feedback we heard informed the vision and priorities articulated in the Destination Management Plan.

Next steps

A draft plan will be shared for feedback in 2024 before being recommended for endorsement by Council.

Experience Melbourne