Visitability

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.

  • Sense of Welcome 
  • Technology 
  • Communication,
  • Transport 
  • Inclusivity.

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.

Visitability Forums 

Our Visitability forums are designed to help your business focus on areas where you can use the tourism elements of Visitability to improve the visitor experience. Check our Events page to see our full range of upcoming events.

Our Visitability Ambassador 

Each year, Destination Melbourne acknowledges and announces a Visitability Ambassador who has undertaken a voluntary research report as part of the Melbourne Tourism Leadership Program.

Visitability and Inclusivity

An important part of Vistability is making Melbourne inclusive for all. Click here for some resources, and free training to help optimise your business for inclusivity.

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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