Experience Melbourne 2028 Plan Endorsement and Launch Event


September 16, 2024

We are excited to share that the Experience Melbourne 2028 plan was unanimously endorsed by the Future Melbourne Committee on 20 August.

On 22 August, more than 100 industry stakeholders gathered at Town Hall to officially launch the plan. We were joined by industry leaders Felicia Mariani from the Victorian Tourism Industry Council, Dougal Hollis from Accommodation Australia (VIC), and Pat Nourse from the Melbourne Food & Wine Festival. Each of them shared valuable insights into the challenges and opportunities ahead for Melbourne’s visitor economy and how Experience Melbourne 2028 will help guide the way forward.

Looking ahead, the City of Melbourne has developed an implementation plan to drive our role in delivering this strategy. However, we know we can't achieve success alone. Collaboration across the entire industry is essential.

We encourage you to review the plan, consider how it aligns with your own strategies, and reach out if you would like to explore opportunities to collaborate. You can download a copy of the plan and industry toolkit.

Thank you for your continued support as we work together to ensure a thriving future for Melbourne's visitor economy.