Working to make Melbourne the world’s most ‘Visitable’ city

In 2011, when Melbourne was first named the world's ‘most liveable city’, 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 visitor journey in Melbourne and across Victoria – and the creation of Destination Melbourne’s Visitability Program.

The program is led by representatives from Destination Melbourne, City of Melbourne, Transport for Victoria, Visit Victoria, Victoria Tourism Industry Council, the Professional Tour Guides Association, Travellers Aid Australia and the Committee for Melbourne.

Visitability Starts With Us! Here's How

Meet some of the businesses helping to make Melbourne the World's Most Visitable City

The Five Pillars of Visitability 

Five key factors were identified as having a significant impact on an outstanding visitor experience and journey. We focus on these pillars to help guide businesses in their delivery and development of positive and valuable visitor experiences.

Visitability Case Studies

Find out why these businesses and organisations are Melbourne's leaders when it comes to the pillars behind Visitability.

Sense of Welcome 

Sense of Welcome is the first impression a visitor gets of a destination, service or product, including your website. Visitability is about ensuring your visitors feel highly valued, and the connection at each stage is warm, friendly, and – where possible – personalised.


Visitors worldwide increasingly rely on modern technology to plan, book, travel to and share their holiday experiences. Ensuring businesses are visible online, and are using up to date technology, is critical to Melbourne’s relevance and ongoing success as a destination. For example, providing free, reliable WiFi is widely expected by today’s traveller.


Communication aims to ensure that visitors receive consistent messaging and information from all aspects of their visit to provide a seamless experience. This factor is focused on three elements in particular; signage and way finding, printed and online products and key messaging.


The role of Visitability is to advocate for transport networks, including public transport systems, to keep visitors' needs top of mind when delivering products and services, ensure that networks are easy and safe to navigate and that route and fare information can be easily found.


As well as providing socially responsible visitor services, an aging population and the importance of inclusiveness provides us with a compelling business case for making Victoria’s visitor industry more accessible and inclusive to all travellers.

Meet our Visitability Ambassador

Destination Melbourne would like to congratulate Anita Monticone from Parks Victoria. Anita is the 2017 MTLP Visitability Ambassador, announced at the 2017 MTLP Graduation ceremony.

Anita voluntarily undertook an extension to the MTLP program, to submit a report evaluating the Wilsons Promontory National Park against the five pillars of Visitability: Sense of Welcome; Inclusivity; Communication; Technology and Transport. 

Her recommendations to improve Visitability are insightful, and if fully implemented would further Parks Victoria's position as a visitor-friendly business.

Steph Hopton was the inaugural MTLP Visitability Ambassador, announced at the 2016 MTLP Graduation ceremony.

Steph submitted a report evaluating the Melbourne Convention and Exhibition Centre (MCEC) against the five pillars of Visitability. 

Her 12-month action plan to address opportunities is ambitious yet realistic, and if fully implemented would further MCEC’s position as a visitor-friendly destination.

Read about Steph and her work as the MTLP Visitability Ambassador here.

Change how you think about disability

Changing the conversation | Rick Hansen Foundation

We need to change how we think and talk about accessibility and inclusion in order to break down barriers for the one billion people in the world who have a disability.

Improve customer service with disability training

Travellers Aid Australia has worked in partnership with William Angliss Institute to develop a new disability customer service training tool. 

This interactive online training is a one-of-a-kind disability awareness program, designed to give participants the confidence to communicate with anyone who has a disability, whether it is in their work place or their everyday life.

One in five Australians currently lives with a disability and our increasingly ageing population will develop age related disabilities over time. Being active and staying engaged greatly improves their enjoyment and their quality of life.

Anyone working to provide a high level of service across a broad range of industry sectors will benefit from undertaking this training. It will ensure that you can serve all of your community with confidence and respect, especially those with disabilities.

Find out more about how this practical and effective online training can help your organisation, and preview the content.

William Angliss Institute is a leading provider of specialist training that assures you of high quality course content.

Travellers Aid is an organisation that has been providing high quality client service to people of all abilities for over 100 years.

Get involved 

If your business is leading the way with one or more of these Visitability factors, we would love to feature your work as a case study and showcase it to the visitor industry.  Here's an example of a fully laid out case study.

Email Sharna Crosbie today to find out more about this opportunity.

Our thanks to Transport for Victoria, for their support of the Visitability program

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