6. A great place to visit
As a prosperous city, Melbourne will be a great place to visit. We will welcome all international and domestic leisure, business and student visitors. We will be dynamic, engaging, accessible and welcoming. As a great place to visit, we will offer diverse experiences that are easy to find and fun, encourage participation and help people to connect. Melbourne is a dynamic, exciting and evolving city. Melbourne captures Australia's friendly nature – with an added dash of style. Visitors from around the world revel in Melbourne's glorious architecture, excellent hotels, outstanding restaurants and friendly atmosphere. Melbourne is our nation's fashion capital and cultural events heartland. It is passionate about sport and is Australia's most user-friendly city for hosting major events and festivals. In 2006/07 the municipality of Melbourne was visited for tourism purposes by 31,700 international visitors, 27,000 interstate visitors, over 15,000 regional Victorian visitors, 231,000 metropolitan visitors 1. By 2020, more than 1,000,000 people are expected to visit the city daily including around 250,000 national and international visitors. This compares to 716,000 and 74,000 in 2006 respectively. Melbourne also caters to some 300,000 workers every day as well as attracting visitors from across the metropolitan area and the state accessing the city's business opportunities and services, shopping, entertainment and events, parklands as well as the many capital city facilities we offer (such as advanced medical or education infrastructure). We must plan for future visitor growth and visitor satisfaction to ensure tourism delivers social, economic and environmental benefits to all including the local community and business. A visitor 'ecological footprint' needs to be developed. We should build on and celebrate the things that are special about Melbourne and loved by Melburnians and celebrate the diversity and richness our visitors bring, while preserving the culture of Melbourne. International and national tourists perceive 'Melbourne' as one destination, whether they are in the central business district, on St Kilda beach, in the Dandenong Ranges or even the driving along the Great Ocean Road. In terms of marketing 'Melbourne', this perception needs to be understood and the distinct attributes of 'Melbourne' defined and clearly promoted by all those involved in promoting 'Melbourne' as a destination. We want to share Melbourne's story, including its rich Indigenous heritage, immigrant past and its economic and social development. We want to create travel corridors that link gateways and precincts as well as offer maps for self-guided journeys easily accessible by tram or train, on foot or by bike.| Goals | Indicators | Outcomes |
|---|---|---|
| Preferred global destination Melbourne is one of the worlds most popular urban destination for visitors. |
overall ranking in the Anholt City Brands Index 2 Target: 2020 - in the top 5 in the world Current: 2007 - 8th (Sydney 1st) |
Melbourne is internationally recognised alongside Sydney - London - Paris - Rome under the logos of the world's most recognised brands. |
| A welcoming destination |
'People- acceptance in the community' ranking in the Anholt City Brands Index 3 Target: 2020 - in the top 5 of 60 Current: 2007 - 3rd of 60 (Sydney 1st)Proportion of visitors very satisfied 4: Target: 2020 - 90% Current: 2008 - 62 per cent |
Visitors feel welcome and accepted in Melbourne and report this positively and so build Melbourne's global brand and make the city more generally attractive. |
| Well informed visitors Visitor information about the city will reach audiences across wider geographical areas and in more virtual formats. |
Visitors who rate the City of Melbourne information services as excellent.5 Target: 2020 - 9 per cent Current: April 2008 - 65 per cent. |
An increasing number of visitors are more informed via online marketing and other popular tourist information channels and are satisfies with information services in the municipality. |
| Effective marketing Coordinated tourist marketing by City of Melbourne, inner Melbourne councils, State Government and the private sector. |
' The Presence Familiarity/perceived' standing ranking in the Anholt City Brands Index 6 Target: 2020 - in the top 10 of 60 Current: 2007 - 36th of 60 (Sydney 11th)
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Melbourne is recognised locally, nationally and internationally as a leading green city and a city that promotes responsible travel. |
| Integrated delivery of tourist needs The main Melbourne tourist promotion agencies deliver tourist infrastructure and services in an integrated manner. |
Visitor satisfaction with the coordination of tourist infrastructure and services in the municipality. Target: to be developed Current: indicator to be developed. |
Efficient and effective delivery of tourism infrastructure, information, planning, supply and communications. |
| More youth and children visiting Young people and children have the opportunity to visit and enjoy visiting the city. |
Number of children under 14 who visit the central business district. Current: indicator to be developed. |
The city is a destination accessible to all and young people get to know the city and develop "brand loyalty" |
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