Experience Melbourne to drive strong growth in visitor economy

The City of Melbourne will deliver more exciting events, enticing tourism initiatives and a bold new marketing campaign to boost visitation and better promote the city’s unique experiences. 

​It’s part of Council’s new Experience Melbourne program, which will drive a city-focused approach to tourism and events to support Melbourne’s recovery and reaffirm the city as a world-class visitor destination.

A major new marketing campaign will be a key part of the program, putting a spotlight on Melbourne’s epic events, laneway dining, rooftop bars, world class theatre productions, enviable retail offerings and vibrant street art to ensure the city continues to attract locals and visitors from Victoria and interstate. 

Experience Melbourne will support the delivery of new events and launch a range of exciting tourism initiatives like the Melbourne Attractions Keypass, which generated more than $390,000 in city spending.

Activating the city for the Commonwealth Games is also a key focus. Experience Melbourne will see visitor information services significantly enhanced to ensure those arriving in the city are met with a world-class welcome. 

In addition, Experience Melbourne will drive accessible, inclusive and sustainable tourism services that enable all people to participate in the vibrant culture of the city. This will include marketing campaigns showcasing accessible Melbourne and improvements in signage across the city.

Experience Melbourne will work closely with other tourism agencies including Tourism Australia and Visit Victoria to position Melbourne on a national and global stage.

Quotes attributable to Lord Mayor Sally Capp  
“We’re backing our tourism sector right here in Melbourne and delivering a targeted approach that will see the industry boom, ensuring locals and international visitors flock to our capital once again.

“It’s critical we position Melbourne as a vibrant and exciting city through delivering marketing programs and supporting a diverse calendar of uniquely Melbourne events.

“Melbourne is the events capital of Australia, and we want it to stay that way.”  
Quote attributable to City Activation portfolio lead Councillor Roshena Campbell   
“Before COVID, our tourism sector was one of the most valuable industries in our economy. It suffered a devastating hit due to the pandemic falling from $32 billion to just $13 billion. Experience Melbourne will allow us to drive visitation to turbocharge its recovery.” 

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