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.
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:
Traditional Owner groups were invited to individual consultation sessions.
We asked the community to describe their ideal visitor experience in Melbourne in five years’ time using three words.
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 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.
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.
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.
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.
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.
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.
Feedback we heard informed the vision and priorities articulated in the draft Experience Melbourne 2028 Plan, which was open for consultation mid-2024.
The draft Experience Melbourne 2028 plan proposes a future vision and framework for City of Melbourne’s visitor economy.
From 8 May to 5 June 2024, we asked the community about what is important to our emerging vision for city's visitor economy. We received 49 responses to the survey from residents, visitors and business owners. Targeted consultation with industry leaders also took place during this timeframe.
The purpose of the engagement was to:
We used a range of methods to promote consultation including:
Your feedback is helping us revise our Experience Melbourne 2028 plan. This plan will then be recommended for endorsement by the Future Melbourne Committee on 20 August 2024. The vision and priorities articulated will:
The final Experience Melbourne 2028 will be presented to Council for endorsement on 20 August 2024.
Acknowledgement of Traditional Owners
The City of Melbourne respectfully acknowledges the Traditional Owners of the land we govern, the Wurundjeri Woi-wurrung and Bunurong / Boon Wurrung peoples of the Kulin and pays respect to their Elders past and present. We acknowledge and honour the unbroken spiritual, cultural and political connection they have maintained to this unique place for more than 2000 generations.
We accept the invitation in the Uluru Statement from the Heart and are committed to walking together to build a better future.
