Managing Melbourne as a tourist destination
Tourism is one of Melbourne and Victoria’s fastest growing industries. It is a key contributor to long-term community, industry and business development.
The City of Melbourne has developed a five-year plan for welcoming and engaging tourists when they arrive.
'The City of Melbourne Tourism Plan 2007–2012: Managing Melbourne as a tourist destination' looks at the vision for Melbourne, and provides action plans based on collaboration and partnerships with metropolitan councils, government and the tourism industry.
The plan is built around seven key themes:
- Boosting collaboration and partnerships
- Improving research and planning
- Advancing sustainable tourism
- Creating one Melbourne
- Increasing Melbourne’s profile
- Building industry capacity
- Becoming the gateway to southern Australia
The plan includes: planning and positioning visitor information, services and infrastructure in appropriate locations, developing frameworks that support sustainable tourism investments, and helping local businesses and the community engage with the tourism market.
Developed in consultation with industry and government, the plan seeks to complement existing strategies, policies and tourism initiatives for Melbourne.
Download the City of Melbourne Tourism Plan 2007–2012: