Treading Lightly

‘Treading Lightly’ is a marketing initiative developed by Destination Melbourne in partnership with the City of Melbourne, Metlink and Parks Victoria in early 2009.

The campaign provides an opportunity for the tourism industry to promote and educate visitors to Melbourne about sustainable tourism.

It brings together the combined reach of the Official Visitor Guide to Melbourne and key tourism websites (visitvictoria.com and thatsmelbourne.com.au), as well as the Federation Square Visitor Information Centre.

Sustainable tourism or the concept of ‘Treading Lightly’ is becoming more relevant as consumers look to reduce their impact on the environment. Visitors to the city are conscious of the impact that they have during their stay. We can all adjust our travel attitudes and general habits so that we incorporate simple things like using local products and car-free days naturally into holiday arrangements

In order to sustain the Treading Lightly campaign we need the support of organisations such as Sustainability Victoria. This is an opportunity for us to demonstrate collective leadership. The tourism industry plays a key role in educating consumers on sustainable travel options and the value of looking after Australia’s unique environment. By supporting this initiative we will make a difference.

‘Treading Lightly’ is the key ingredient in introducing visitors to Melbourne to a new range of activities, products and services that promote a greener, and healthier way to travel.

In the Official Visitors Guide to Melbourne, Treading Lightly is a dedicated double page section. Produced seasonally the editorial is aligned with the key themes of each season. Elements may include:

  • visitor tips on ‘treading lightly’
  • highlighting public transport
  • encouraging people to use bike trails and walking tracks to get to their destination.

For more information contact:
John McGaw | 9869 2444 | john@destinationmelbourne.com.au