Policies and initiatives > Direction 5. A great place to be > Policy 5.10

Policy 5.10 – Maintain and develop metropolitan Melbourne as a desirable tourist destination

Melbourne is Victoria's primary tourist destination. It is perceived as a most desirable place to visit, as well as to live. Tourism is one of the city's largest and fastest-growing industries, attracting more than 6.6 million visitors each year and generating more than $3.8 billion for the city's economy.

Melbourne offers outstanding and well-developed accommodation, attractions and services. Its destination status is firmly established in terms of level of investment and visitor numbers, and the breadth and depth of its tourism assets is a significant point of difference. As the gateway to regional Victoria, Melbourne also gives an entrée to a host of further attractions.

The vision for further development of Melbourne tourism is provided by the Marketing Melbourne Strategy within Victoria's Tourism Industry Strategic Plan 2002-06, prepared by Tourism Victoria. This builds on the characteristics of vibrancy, innovation and a welcoming nature that attract and delight tourists and also make Melbourne a fine place in which to live and do business.

Integrated planning is essential to ensure that future development is consistent, sustainable, in keeping with community aspirations and able to make the most of the potential benefits of tourism activity. Melbourne's position as a sophisticated, vibrant, liveable, authentic and inclusive tourist destination will be strengthened by the development of strategies that:

• encourage local, national and worldwide connections and alliances
• revitalise the retail core
• nurture artistic and cultural life
• improve public facilities, amenities and access
• maintain city safety
• provide information and leisure services
• integrate communications systems
• improve transport infrastructure
• ensure efficient use of resources
• protect biodiversity.

Initiatives