City of Melbourne Council has announced it 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.
The campaign is part of Council’s new Experience Melbourne program, which it says will drive a city-focused approach to tourism and events to support Melbourne’s pandemic recovery and reaffirm the city as a world-class visitor destination.
“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,” said Lord Mayor, Sally Capp.
“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.”
City Activation portfolio lead Councillor, Roshena Campbell said the campaign will put a spotlight on Melbourne’s 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.
“Before COVID, our tourism sector was one of the most valuable industries in our economy,” says Cr Campbell.
“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.”
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, Council said in a statement.