Destination Melbourne continues to work towards our vision to position Melbourne as the world’s most visitable city. Growing and developing the professionalism of the industry and nurturing tomorrow’s leaders is a vital part of this.
I’m delighted that our multi-award-winning Melbourne Tourism Leadership Program (MTLP) is celebrating 10 years of building the confidence and capacity of Melbourne’s future leaders.
The skills learned throughout the program – which is founded on emotional intelligence and positive psychology principles – help participants to identify their key strengths and values, establish achievable goals and strategies to attain them, as well as build strong industry networks.
Last night we launched the 2018 MTLP program and I wish all 24 participants every success throughout the year and into their ongoing tourism careers.
Strategic leadership will be important as Melbourne faces a future of disruption, and transformation at a staggering pace. It is important that we provide accurate information to our visitors regarding the city-wide changes as much as possible to ensure their visit is enjoyable as much as possible. We will endeavour to share these changes with you so you can distribute them through your channels and networks. It is important that our capacity to service the needs of visitors keeps pace with growth, and this growth certainly seems to already be the theme for 2018.
Tourism Australia has just launched its newest international campaign, focusing on the USA market. Already, hundreds of millions of viewers have seen the campaign materials on their screens, across their news and through social media.
Though the focus of the campaign is national, let’s not forget the opportunity this represents for Melbourne. We continue to be the second most visited destination in Australia for international visitors, making this campaign a chance to leverage that enviable position and grow visitation and spend in our city and suburbs.
Tourism Australia has released this resource to help businesses achieve this, and I would encourage you to have a look and use the materials to raise the profile of your own business and of Melbourne.
As we look at ways to enhance the appeal of our unique destination, the visitor experience must always be central to the goals we create for our tourism businesses. That is why, at this year’s Melbourne LIVE tourism forum, we will be getting under the skin of Melbourne, to find what makes us truly authentic, and how we can bring this to life. Please join us on 31 May, at Arts Centre Melbourne for a full day of dynamic speakers and engaging topics. Early bird tickets are available until 16 March.