Melbourne, Australia

Melbourne, the capital of Victoria, is the second largest city in Australia (after Sydney), with 4.5 million inhabitants. According to the Economist Intelligence Unit, since 2011, it has thrice been nominated the most-livable city in the world, on grounds of its stability, health-care services, culture, environment, education, and infrastructure. Melbourne has a long multicultural history that has created an eclectic mix of cultures, cuisines, and festivals. This diversity forms the basis of the city’s tourism strategy. The city is famous for its cultural program, high-quality and innovative food, and its trams. Melbourne is the gateway to Victoria for international tourism and a cultural hub for domestic visitors. The state’s leading tourism organization, Tourism Victoria, collaborates with key stakeholders, including the city’s municipal authority (City of Melbourne) and its destination marketing office (Destination Melbourne), in order to position Melbourne as Australia’s most vibrant, creative, and edgy city. Although the City of Melbourne is responsible for the delivery of tourism within the city’s boundaries, Destination Melbourne is the city’s official marketing body. Together, they collaborate to position Melbourne for tourism development.