New Experience Melbourne program spotlights events and venues

The City of Melbourne’s new Experience Melbourne program aims to 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 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.

City Activation portfolio lead Councillor Roshena Campbell notes “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.”

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.

Melbourne Lord Mayor Sally Capp advises “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.”