CEO Message - October 2018 - Melbourne receives world-leading Net Promoter Score of 98

Last month I had the pleasure of launching the inaugural Greater Melbourne Destination Management Visitor Plan with Danielle Green, Parliamentary Secretary for Tourism, Major Events and Regional Victoria and our Local Council and State Government partners.

Greater Melbourne’s first strategic tourism plan aims to maintain the city’s competitive advantage to be a multi-layered visitor destination; to be a world leader in providing highly personalised experiences; and to provide high quality, enriching, long lasting experiences across diverse neighbourhoods, encouraging dispersal.

The development of this plan took approximately 18 months and it was a massive project considering the size of our city and the number of stakeholders involved.

As part of the development of this plan we had undertaken a comprehensive visitor research project which included 1800 Melburnians in relation to their role as VFR hosts and 1552 international and 1020 domestic visitors.

Our international visitors gave Melbourne a world leading Net Promoter Score of 98 out of 100 - which is an outstanding result for our city. This points to a high satisfaction level with the city overall and all that it offers.

Collectively all visitors are impressed how Melbourne pushes the boundaries in food and wine, events, festivals and cultural experiences.

Visitors also stated that Melbourne’s unique attributes are its green spaces and open gardens, its easy access in the CBD and its tram network; its beautiful views and its lifestyle and ambience. Our multicultural society is also very appealing, with over 180 varied cultures living in Melbourne, visitors enjoy the diverse mix of cuisines and precincts.

The Greater Melbourne Destination Management Visitor Plan provides a list of recommendations against six strategic themes. The next steps for the steering committee is to determine the key recommendations to action in the next 12 months to 2 years. Click on this link to read the GMDMVP executive summary. Last night we celebrated the graduation of participants in the 10th Melbourne Tourism Leadership Program. It is always rewarding to learn how the program has greatly contributed to each individual’s leadership journey and after 10 years we’re pleased that industry still values the program greatly. Registrations for 2019 are now open and will close on Friday 9 November. 

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