Media Release

9 June 2016

New Melbourne Tourism Forum - Melbourne LIVE - to focus on Millennials, the next generation of travellers

A new and unique Tourism Forum, Melbourne LIVE, presented by independent tourism organisation Destination Melbourne and to be held on Thursday 16 June at RACV City Club, will provide key insights into the Millennial traveller and how the Melbourne tourism industry can, and needs to, position itself as a Millennial destination.

In explaining the focus on this emerging market, Destination Melbourne CEO, Laura Cavallo, said that Millennials – those aged between 18-35 years of age – currently represent 23% of the Australian population and globally are a bigger generation than the baby boomers.

“It’s a reality that Millennials love to travel and are travelling more than any other generation before them; sometimes as much as nine times more,” Ms Cavallo said. “But we are seeing that their wants and needs, and their travel expectations, are different.

“Therefore, in order to continue to grow as a leading city destination, it is imperative that Melbourne’s tourism industry understands this unique market and develops visitor experiences that meet their needs.”

The Melbourne LIVE Tourism Forum will feature a range of presentations – two of which will focus directly on the Millennial travel market.

In his first visit to Melbourne Mr. Don Skeoch, Chief Marketing Officer at Los Angeles Tourism, will share with delegates the reasons why L.A. Tourism chose to focus on the Millennial market in their recent and highly successful Get Lost in L.A. Campaign.

In addition, Ms. Holly Ransom, who at 26 years of age is already a successful CEO, entrepreneur and leader in the field of intergenerational workforces, will shed light on the behaviours and values of Millennials, and how these values will continue to influence the way visitor services are designed.

More information on the Melbourne LIVE program and speakers can be found here.

Mr Don Skeoch, Ms Holly Ransom and other Melbourne LIVE speakers are available for interviews on request.

Key event information:

Time & Date: 8:30am – 5:00pm, Thursday 16 June

Venue: RACV City Club, 501 Bourke Street, Melbourne

Contact: Dylan Stewart | 0419 892 513 | [email protected]