Pass looks to grow visitation to Melbourne’s best attractions and experiences

As part of a City of Melbourne plan to reactivate the CBD, locations such as the SEA LIFE Melbourne Aquarium and the Old Melbourne Gaol could be among dozens of the city's most popular attractions set to see a surge in visitation.

Tonight’s Future Melbourne Committee meeting will see Councillors consider a proposal to develop the Melbourne Attractions Keypass - an offer which would unlock discounted tickets and exclusive deals at some of the city’s most exciting attractions and experiences.

The Keypass is designed to drive visitation and spending in the city, and would be accessible via an app and webpage. It would also provide special offers at retail and hospitality venues, as well as daily prizes and giveaways.

Other interested operators include Melbourne River Cruises, Royal Botanic Gardens Victoria, and ArtVo.

If endorsed, the City of Melbourne will work with online travel agency Klook and local tourism operators to deliver the Keypass, which would launch in summer and run for 12 weeks.

Explaining how the initiative would be vital for Melbourne’s attractions and experiences, Lord Mayor Sally Capp stated “prior to the pandemic, more than 36 million people visited Melbourne each year to take advantage of our incredible attractions and experiences.

“There’s never been a better time for Victorians to discover their keypass to the city and visit the world-class attractions right here on our doorstep.

“From fun family activities, to walking tours and foodie experiences, the Melbourne Attractions Keypass will unlock great deals for a terrific day or night out.”

SEA LIFE Melbourne Aquarium General Manger, Katie Isaac commented “the past 18 months have been incredibly challenging for this industry and our teams are really missing seeing visitors walk through the doors each day.

“As Melbourne starts to reopen and tourism operators can welcome guests back, we encourage locals to take the opportunity to explore their hometown and what makes Melbourne such a unique and vibrant city.”

Klook General Manager, Henry Hooper  added “Klook is extremely excited by the prospect of teaming up with the City of Melbourne in supporting people returning to the CBD.

“We want to bring our city back to life through our platform, which has something for everyone, including gamification, special promotions and even some free giveaways to support Melbourne operators that have struggled during the pandemic.”

Image: SEA LIFE Melbourne Aquarium.