Experience Melbourne 2028 brings together the perspectives and aspirations of stakeholders across the visitor economy and articulates a shared vision for the Melbourne experience in 2028. This builds on our success as one of the world’s most liveable cities and a capital of culture, sport and events.
The plan was endorsed by Council on 20 August 2024.
A destination management plan for Melbourne’s visitor economy
The visitor economy is a significant driver of growth, prosperity and wellbeing for Melbourne. By 2028, it is anticipated that Melbourne will welcome more than 18 million visitors who will contribute $16.8 billion to the city’s economy.
Experience Melbourne 2028 is a framework that enables City of Melbourne and the broader visitor economy to work together towards a shared vision for the Melbourne experience, as well as respond to immediate challenges.
The Melbourne experience is underpinned by three essentials that future-proof our city for visitors by...
Embracing a unique sense of place, digital connectivity and ease of travel…
Whilst continuing to prioritise safety and cleanliness…
And ensuring that everyone, regardless of ability, can fully experience the
city.
In bringing what makes Melbourne distinctive to the forefront of our
story…
Together, we can entice visitors to explore Melbourne…
Help them discover unique experiences…
Learn and grow from each other…
And see our world-class capital flourish on a global stage.
Our collaborative roadmap crafts a compelling, unified story. That, when told together, elevates the Melbourne experience for everyone.
Industry toolkit and Destination Storytelling Framework
Alongside Experience Melbourne 2028 we have developed a toolkit for businesses. This toolkit is designed to provide a concise and actionable summary of the full plan, equipping you with essential insights and strategies needed to effectively contribute to and benefit from Experience Melbourne 2028.
The toolkit also contains the first action from Experience Melbourne 2028, the Destination Storytelling Framework. This framework aligns all stakeholders under a single destination brand for City of Melbourne. It outlines how to communicate the city experience to build a strong reputation for the local visitor economy and support the long-term prosperity of our city.
Lavinia Nixon: No one is better placed to tell the story of our city, than all of us together.
This is the city you know and love.
Voiceover: Introducing the destination storytelling guide. An opportunity to unify all our voices behind the collective stories that captivate and inspire visitors.
Lavinia: Melbourne is Australia’s cultural heart. And the city is its soul, with experiences that energise your spirit.
Voiceover: We know what brings local visitors to the city, and what keeps them coming back, staying longer and spending more.
Only in the city can you…
... taste a melting pot of cultures,
...shop with a true sense of discovery,
...feel the roar of hometown applause.
...bounce between bustling boulevards, and backstreet bars.
...open your eyes, widen your ears and broaden your horizons.
Only in the city can you feel what — and who — makes Melbourne, Melbourne.
Cultured advocate: I love living locally. Having art and culture at my front door step is everything to me!
Eager explorer: The city is my playground, there’s always something new to try or see!
Family focused: Whenever we get the chance to see the city through our kids’ eyes, we take it. It’s magical.
Special occasioners: When we do head into the city, we’re sure to make the most of it!
Casual convenience: I don’t always make the plans, but I’ll have what they’re having!
Lavinia: Together, we show up with a consistent and clear voice.
We are creative and curious, proud and progressive.
Connecting with local visitors in a way that helps them get the most from our city.
Reaching visitors from Melbourne and beyond, to help them get the most from our city.
One Melbourne, millions of possibilities. Only in the City.
Top image by Allan Wilkinson
