Strategic Plan 2015-18

Growing Industry. Inspiring Visitors.

Destination Melbourne Strategic Plan 2015-18

Strategic planning provides the catalyst to reflect, review and focus on what is essential for our business moving forward.

With this in mind, in 2014 our board and senior management team took a 360-degree overview of our business to ensure our aims were aligned with industry expectations. We consulted with our partners, stakeholders, industry colleagues, customers, suppliers, Melbourne Tourism Industry Leadership Program graduates and undertook a competitor analysis.

The result was our Destination Melbourne Strategic Plan: 2015-18

Moving forward 

We will continue to actively seek out ways of creating social, economic and environmental prosperity for Melbourne.

We will build on the partnerships we have forged throughout industry and work with business, community and government to ensure that this plan is fulfilled and Melbourne is recognised as a destination providing outstanding visitor experiences.