Pedestrian activity in the City of Melbourne is 105.7 per cent higher than the past three-week average as visitors flock to the city during the school holidays.
On Wednesday 30 June 2021, average pedestrian activity reached 62.6 per cent of pre-COVID levels (June 2019). This was almost double the level of pedestrian activity seen during the recent lockdown.
Lord Mayor Sally Capp said Melburnians were making the most of the school holidays, flocking to the CBD to enjoy shopping, food and entertainment.
"The buzz is returning to Melbourne and we're seeing visitors return to the city in large numbers," the Lord Mayor said.
"There's so much happening in the city to keep families entertained during the school holidays, from the Queen Victoria Market Donut Festival, to the Winter Village at Federation Square and the Imaginaria play experience at Docklands.
"Victorians have taken advantage of the Melbourne Money program, making more than 114,000 successful claims worth more than $3.5 million.
"Cash registers have been ringing at local restaurants, cafes and pubs, with the program generating close to $20 million in spending since the program began about two weeks ago.
"The FOMO Freebies campaign has also been a major drawcard, with prizes up for grabs to quintessential Melbourne experiences, staycations at The Westin or Sofitel in Melbourne, as well as tickets to attractions such as the hit Broadway musical Frozen."
City Activation lead Councillor Roshena Campbell said Melburnians have a chance to celebrate being out of lockdown while also supporting city businesses.
"We will continue to support our local business community with events and activations to draw visitors back to the city," Cr Campbell said.
"The Docklands Firelight Festival is the next major event and will allow Melburnians to celebrate the best of winter in the city. This year the festival will be extended to run five days and we're expecting tens of thousands of people to attend."
Programs such as Melbourne Money and FOMO are being delivered with funding support from the Victorian Government.
