About Us

Growing Industry. Inspiring Visitors.

Destination Melbourne is an independent, not-for-profit tourism organisation empowering Melbourne’s visitor industry to continually enhance the visitor experience and inspiring visitors to explore and enjoy Greater Melbourne.

Our focus is on visitors, encouraging them to explore Greater Melbourne and helping them to have a positive experience. We achieve this through the production of Melbourne’s official visitor resources and delivery of industry development programs and marketing campaigns.

Our vision: Our vision is to maximise Melbourne’s visitor potential, by championing visitor needs, the visitor experience and the visitor industry.

Our mission: We exist to inspire Melbourne’s visitor industry to excel in delivering the best visitor experiences and encouraging visitors to explore and enjoy Melbourne.

Our role 

We deliver industry development programs and creative marketing solutions for Melbourne’s visitor industry. We promote excellence, encourage collaboration and drive positive and valuable visitor experiences.

We strive to achieve this through: 

Leading and empowering industry to connect, collaborate and excel 

We facilitate industry wide collaboration; working to connect and empower the Melbourne visitor industry across all sectors. Through our unparalleled access to businesses, tourism bodies and key decision makers across greater Melbourne, we can assist you to build partnerships, invest in new initiatives and create positive and valuable visitor experiences.

We are a dedicated team committed to promote excellence, drive growth and lead a range of industry and personal development opportunities. These include our Visitability Program, a range of industry events, networking groups and the award-winning MTLP: Melbourne Tourism Leadership Program.

Find out more about how we can assist you to connect with your industry and with Melbourne’s visitors.

Keeping the visitor industry informed and inspired 

Our team have significant knowledge of the visitor experience. We are on hand to support the Melbourne visitor industry through strategic analysis, advice and invaluable insights. 

We undertake targeted visitor experience research and regularly analyse and interpret key visitor data and industry reports to keep you informed and help elevate your visitor offering. 

Connect with us via Twitter, LinkedIn and Facebook and sign up to ourInspiring Industry monthly newsletter to stay up to date with key visitor industry news, information and analysis.

Delivering marketing solutions for the visitor industry 

We support the industry to achieve the best possible visitation rates through actively and effectively promoting your experiences to the right people at the right time. 

In addition to the Melbourne Official Visitor Guide, our range of marketing initiatives includes Melbourne Now, a research-backed campaign designed to inspire and educate regional Victorians and our award-winning Discover Your Own Backyard campaign for local councils.

Find out more about our marketing opportunities to achieve ultimate visitor exposure and drive business success.