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, the City of Melbourne, Visit Victoria, Victoria Tourism Industry Council, the Professional Tour Guides Association, Travellers Aid Australia and the Committee for Melbourne.

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.

Digital Connectivity

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.

Integrated Messaging

Integrated messaging, or the integrated provision of visitor services, 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.

Transport Networks

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.

Visitability Forums 

After a successful calendar of Visitability Forums throughout 2016, we are working on our 2017 calendar. 

Check back later or view our Events page to see our full range of upcoming events.

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.

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.