We empower Melbourne’s visitor industry to continually enhance the visitor experience and inspire visitors to explore and enjoy Greater Melbourne.

Select your industry to get started:

Visiting Melbourne?

Planning a visit to Melbourne? Already in town and looking for things to do, see, eat or drink? We can help you with all the information you need for a memorable stay through our Melbourne Now website.

Learn more about all the major city attractions and discover the lesser-known highlights, or follow one of our hand-picked itineraries for a Melbourne experience you’ll never forget. Get all the up-to-date suggestions with Melbourne Now.


Upcoming Events View all

Partnership Marketing for Tourism

Explore the benefits and opportunities of growing your business through partnerships with other businesses that compliment your product.

Victorian Visitor Information Centre Summit

The VIC Summit is the yearly meeting place for all VIC personnel to get inspired, learn from best practice examples and exchange ideas.

Visitability Forum: Transport Networks

As the backbone of our tourism industry, transport networks create a safe and seamless way for visitors to get around and explore the city as well as creating visitor dispersal to surrounding regions.

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We're working to make Melbourne the world’s most ‘Visitable’ city

In 2011, we started a discussion about what it would take for Melbourne to be recognised as the world’s ‘most visitable city’. From this came the term ‘visitability’ - a concept focused on improving the critical services at every point of the Melbourne visitor journey.

Finding ways to increase the presence of Visitablility has made excellent business sense.