We are Melbourne’s leading independent tourism organisation connecting the industry to the visitor, through destination marketing and industry development opportunities.

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.


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Aboriginal Tourism Workshop

Tourism businesses face a unique set of cultural considerations in finding connection between tourism and the Aboriginal culture and community.

Destination Melbourne LIVE

Destination Melbourne LIVE is a uniquely curated tourism conference designed to transform Melbourne’s visitor industry.

Visitor Economy Forum & TA Briefing

Hear the latest updates from Tourism Australia, as well as factors impacting our Victorian Visitor Economy.

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

In 2011, the desire to make Melbourne the world’s ‘most visitable city’, resulted in the term ‘visitability’ - a concept focused on taking a 'visitor first' approach to the Melbourne industry.

Visitability is understanding visitors' needs and designing experiences accordingly.