Strategic Plan: 2012 – 2015

Destination Melbourne’s 2012 – 15 Strategic Plan was developed through a process of consultation with Board; key stakeholders; customers; suppliers; graduates of the Melbourne Tourism Industry Leadership Program and competitor analysis. At the core of our discovery process was the question:

‘How does Destination Melbourne progress from ‘Good to Great’?

While we have made significant progress, we recognise there is still a long way to go.

Destination Melbourne has a clearly articulated role supporting the delivery of the visitor experience in partnership with our key stakeholders. This plan reflects further evolution of the business.

This includes changing the language we use to describe what we do and how we do it. We retain the key functions associated with our core business and extend to a new approach that sees Destination Melbourne take a broader leadership role in Melbourne.

Destination Melbourne will actively seek out new ways of doing things that generate social, economic and environmental prosperity for Melbourne. We will continue to embrace innovation as a core value in our business.

We will build on the partnerships we have forged throughout industry and work with business, community and government to ensure that this plan is fulfilled and Melbourne is recognised as an outstanding global visitor experience.

Click on the link to download your copy of the Destination Melbourne – 3 Year Strategic Plan: 2012 – 2015

We welcome any feedback, thoughts or ideas you might have on our strategy. Please contact the Destination Melbourne team on info@destinationmelbourne.com.au or 03 9869 2444.