Tourism plays a crucial role in Melbourne’s economy and is a cornerstone of our diverse and vibrant city. By 2028, it is anticipated that Melbourne will welcome more than 18 million visitors.

Following extensive stakeholder and community consultation in 2023, we have developed a draft destination management plan titled Experience Melbourne 2028 for community feedback.

Experience Melbourne 2028 outlines a strategic vision for Melbourne’s visitor economy over the next five years. It brings together the perspectives of stakeholders from across the visitor economy to articulate a shared aspiration for our city’s visitors, building on Melbourne's established success as a leading global destination.

Have your say

Learn more about the draft plan and complete the survey below.

Consultation closes 5pm on Wednesday 5 June.

Draft Experience Melbourne 2028 Plan

Learn more about the draft plan before sharing your feedback.



  • Timeline item 1 - complete

    Community consultation to inform plan development

    May to October 2023

  • Timeline item 2 - complete

    Advisory Group consultation

    October 2023

  • Timeline item 3 - complete

    Prepare draft Experience Melbourne 2028 plan

    November 2023 to March 2024

  • Timeline item 4 - active

    Community consultation on draft plan

    May to June 2024

  • Timeline item 5 - incomplete

    Analysis of community feedback and revision of draft plan

    July 2024

  • Timeline item 6 - incomplete

    Final plan presented to Future Melbourne Committee

    August 2024

Consultation summary

Feedback we heard on the Destination Management Plan in 2023.

Contact us

Have questions or want to learn more about the project?