About Us

Growing Industry. Inspiring Visitors.

Destination Melbourne is an independent tourism organisation connecting the industry to the visitor, through destination marketing and industry development opportunities. 

From producing digital marketing programs, Melbourne’s official visitor resources, to delivering a range of industry development opportunities, Destination Melbourne’s focus is on connecting tourism businesses to visitors and encouraging visitors to explore Melbourne as much as possible

Our vision: Destination Melbourne is critical to the success of everyone who participates in the Greater Melbourne visitor economy.

Our mission: To lead with expertise at integrating and connecting Greater Melbourne’s visitor ecosystem. 

Our role 

We deliver leading industry development programs and creative marketing solutions for Melbourne’s visitor industry. We are strong advocates of collaboration and drivers of positive and valuable visitor experiences. 

• We lead the industry to effectively engage with visitors and collaborate with one another
• We create marketing opportunities that pique the visitor’s interest
• We empower the industry to be better leaders and increase their knowledge and understanding of visitor markets 

We strive to achieve this through: 

Creating opportunities to connect with the visitor

We support the industry in achieving the best possible visitation rates by actively creating opportunities to promote their experiences, to the right people at the right time. 

Our range of marketing initiatives includes our Melbourne Now Regional Victoria campaign which inspires regional Victorians to frequently visit Melbourne and stay longer. Our award-winning Discover Your Own Backyard campaign keeps local Melburnians up to speed on what is available in local and surrounding neighbourhoods. The OVG and COVG remain the official guides to Melbourne, while the official WeChat channel for Melbourne is an effective way to engage with the growing Chinese audience. 

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

Engaging the visitor and the industry 

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

We undertake targeted visitor experience research and interpret key visitor data and industry reports to inform industry and assist them in elevating their business. 

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.

Empowering industry to elevate the visitor experience

We facilitate industry-wide collaboration to connect and empower the Melbourne visitor industry. By providing unparalleled access to businesses, tourism bodies and key decision makers across greater Melbourne, we can assist industry to work in partnership, invest in new initiatives and create positive and valuable visitor experiences.

We are dedicated to driving growth across our industry and leading a range of business and personal development opportunities including the award-winning Melbourne Tourism Leadership Program (MTLP), industry development workshops and major conferences such as the Destination Melbourne LIVE tourism conference and The Exchange

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