The draft Experience Melbourne 2028 Plan outlines a strategic vision for Melbourne’s visitor economy. It brings together the perspectives and aspirations of stakeholders across the visitor economy, and articulates a shared vision for the Melbourne experience in 2028.

Read the final plan

Eight Experience Pillars

The visitor experience in Melbourne is underpinned by eight pillars developed in consultation with government, industry and community. The pillars create and affirm a distinct identity for the city’s visitor economy. Select each spot to learn more.

Four Strategic Priorities

Experience Melbourne 2028 outlines four strategic priorities for City of Melbourne and the sector. These priorities show how we get there: essential steps from our present efforts to the future we envision.

As Melbourne strides forward, it becomes essential to align under a unified brand narrative, diversify our visitor markets and deliver compelling programming to drive visitation.

Actions:

  • Embed a brand framework for Melbourne that complements the Visit Victoria brand framework, ensuring consistency across both entities.
  • Work with government agencies including Visit Victoria, Study Melbourne and Invest Victoria to align positioning of Melbourne as a desirable place to visit, study and invest.
  • Target new audience segments within Victoria to increase reach and visitation.
  • Deliver and support events that drive visitation to the city, particularly during periods that traditionally have low visitation.

Melbourne is a city of discovery, and with the right information at the right time, visitors can unlock a surprising array of experiences.

Actions:

  • Enhance our visitor services to ensure they are dynamic, customer-centric, accessible and reflect the diversity of the city, including our Aboriginal heritage.
  • Provide visitors with real-time information and personalised recommendations through a hybrid model of face-to-face and enhanced digital touchpoints.
  • Facilitate collaboration across frontline services in the visitor economy to ensure an integrated and comprehensive visitor experience.
  • Use data and analytics to make informed decisions that meet the evolving needs of visitors.

The vitality of Melbourne's visitor economy is deeply rooted in the strength and proficiency of its tourism sector.

Actions:

  • Improve the cultural competency of the industry to welcome visitors from diverse and emerging markets.
  • Deliver education and training on key industry trends such as sustainability and accessibility.
  • Advocate and partner with state government and peak bodies to ensure the attraction and capacity of industry workers is a key priority.
  • Improve the sharing of data and insights among industry stakeholders. 

Melbourne is poised for substantial growth in both international and domestic visitation. Key to this expansion is to encourage investments in new and enhanced attractions that captivate visitors and drive demand.

Actions:

  • Develop a set of experience guidelines: practical directions and best practices to empower industry to collectively strengthen Melbourne’s experience offerings.
  • Advocate to state and federal governments on behalf of Melbourne operators for funding to foster new and innovative tourism experiences.
  • Conduct and share research to enhance understanding of visitor preferences and emerging trends.
  • Facilitate connections across operators to package experiences for visitors.