Acting CEO Message - August 2018 - from liveability to visitability

While our CEO, Laura Cavallo, is away on some much deserved annual leave, our Acting CEO, Tina Seirlis, takes the reins to deliver this months message.

It’s the topic Melbourne’s media can’t get enough of this week - after seven unprecedented years holding the global crown for world’s most liveable city - we hand over the title to Vienna. With a score of 99.1, Vienna defeated Melbourne by just 0.7 of a point. Back in 2013, Destination Melbourne hosted Norbert Kettner, from the Vienna Tourist Board, and we took on many learnings about their beautiful European destination. We sincerely congratulate Vienna on their success in 2018.

Despite the outcome, Melbourne has achieved its best result in 8 years and for that we should be proud; constant evolution and improvement are key to our city’s ongoing success. We all know the saying that nobody remembers who came second, this prompts us to continue working at it, to enhance the strengths of our city, and ensure we don’t become complacent - particularly in the wake of Melbourne’s ongoing population growth.

Our industry is at its best when we collaborate, challenge traditional thinking and move forward in force united towards a common cause. And we already know we can deliver the world’s most liveable city, so in 2019, why not lead the way on the most visitable and welcoming?  

Visitor spend is growing without a doubt. The Victorian Visitor Economy Strategy Action Plan July 2018 Progress Report, shows us that visitor expenditure has increased to $26.8b, with growth of 31.1% since 2014. To continue to accelerate growth, we must continuously engage and educate visitor facing industry professionals right across our tourism community. Knowledge of the latest product information, innovation and destination insights ensure the best recommendations are top of mind. This in turn results in the best referrals possible to our growing number of visitors. On the back of this we continue to accelerate visitor engagement, spend, repeat visits and ultimately length of stay.  

On this note I encourage you, your team and all visitor facing customer service staff or volunteers at your organisation to register as a free delegate to attend The Exchange, Destination Melbourne’s tourism industry expo (known previously as MTIE). The Exchange is Melbourne’s premiere annual tourism expo showcasing over 70 Melbourne tourism products, experiences, and destinations. It also serves to arm our industry with reasons to encourage visitor dispersal across our unique neighbourhoods and breathtaking regional destinations.

In 2018 Melbourne Convention & Exhibition Centre joins us as Venue Partner and we look forward to welcoming over 500 delegates across the afternoon.

If you and your business genuinely aim to grow tourism, increase industry collaboration, and deliver the level of service and experience that sets our destination apart, I hope to see you there on 11 September at MCEC. Doors open at 1pm through to 3.30pm. 

Register here 

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