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 developed a draft destination management plan titled Experience Melbourne 2028, which 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.

Community consultation on the draft Experience Melbourne 2028 Plan was open from 8 May to 5 June. Follow this page to receive the latest updates.

Draft Experience Melbourne 2028 Plan

Learn more about the draft plan.



  • 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 - complete

    Community consultation on draft plan

    8 May to 5 June 2024

  • Timeline item 5 - active

    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?