Direction 1.2: A model of good development (Talking Point: Destination)

Related goals: Prosperous city, green city, inspiring / exciting city.

The number of people living, working, visiting and studying in the City of Melbourne, the municipality, is forecast to increase significantly by 2020:

Source: City User Estimates and Forecasts 2004-2020 (revised edition).

We need to plan for this growth and ensure destination development, marketing and management meet the key requirements of:

1. Delivering social, economic and environmental benefits to the local community and business; and

2. Building on the things that are special about Melbourne and loved by Melburnians.

The city needs a destination development plan that addresses the following:

• Environmental: At a time of wide-spread concern about global warming, we want more Melburnians to shop and dine in the city, and we’re investing heavily in attracting business people, students and holiday makers to fly, drive, sail and catch trains to Melbourne. We need a framework that supports these objectives and addresses related environmental issues;

• Economic: Direct tourism expenditure was worth $5.1 billion to the City of Melbourne in 2006. Analysing the value of visitor markets and communicating this to local businesses is essential to the city leveraging this economic opportunity;

• Social: a key argument for investing in destination development and marketing is that it benefits local communities. It is important to analyse and monitor the social impacts and community engagement of destination development and the visitor economy.

Objectives

• A plan to meet forecast growth;

• A model of good development;

• Melbourne recognised locally, nationally and internationally as a leading green city and a model of responsible travel;

• Reduce and offset the carbon footprint of visitors to Melbourne.

Actions

Indicators

• List proposed indicator against which relevant objectives can be assessed.

Relevant global city ranking

• List any known relevant global city ranking system and Melbourne’s current position comparative to other cities e.g. Mercer Quality of Life Index (Note: may be included in table form).

References

1. Numbered references to quoted information in statement body including web address if known.

2. Numbered references to quoted information in statement body including web address if known.

3. Numbered references to quoted information in statement body including web address if known.

See also

• Bullet points for other sources of interest (internal or external), preferably online sources.