February 26, 2025 • 25 mins
In this impactful episode of the Tourism Hub Podcast, host Despina Karatzias takes a deep dive into the newly launched Experience Melbourne 2028, Melbourne's destination management plan aimed at shaping the city's visitor economy over the next five years.
The episode highlights the significance of a Destination Management Plan (DMP) as a collaborative effort that aligns businesses, governments, and communities to foster a thriving visitor economy. Despina discusses the impressive statistics behind Melbourne's tourism, revealing that 14.3 million visitors contributed over $11 billion to the local economy in 2023, with projections indicating even greater growth by 2028.
Listeners will gain valuable insights into the lessons learned from London's visitor experience strategy, which inspired Melbourne's approach. Despina outlines the eight core experience pillars of Experience Melbourne 2028, ranging from sports and events to culinary experiences and sustainable tourism. She emphasises the need for tourism businesses to adapt to evolving traveller preferences, focusing on creating unique, immersive experiences that resonate with visitors.
As the episode draws to a close, Despina encourages tourism leaders to reflect on their own regions and consider how they can implement similar strategies to enrich their local economies. This episode is a must-listen for anyone in the tourism sector looking to elevate their business and contribute to a more connected and vibrant visitor economy.
01:00 - Introduction to Experience Melbourne 2028
05:30 - The Importance of a Destination Management Plan
10:15 - Lessons from London’s Visitor Experience Strategy
15:45 - The Eight Experience Pillars of Melbourne
20:00 - Next Steps for Tourism Leaders
Connect with Despina Karatzias:
Website: Institute of Excellence
LinkedIn: Despina Karatzias
Instagram: @despinakaratzias
Follow us on social media for updates:
Facebook: Institute of Excellence | Tourism Hub Podcast
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Show hosted by Despina Karatzias and brought to you by Tourism Hub in association with Institute Of Excellence.
Embrace the journey, ignite your passion, and let’s create unforgettable experiences together!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Well, hello and welcome to theTourism Hub podcast, your weekly
(00:05):
source of ideas and strategies andinspiration to help you thrive in the
tourism and small business sectors.
I am your proud host, EspinaKratias, and let me tell you, I
have dedicated the last 30 years.
Yes, 30 years.
It's been since I left high schooland launched into my tourism career.
(00:30):
Studying in it, working in it,managing businesses, launching
my own and leading tourism.
teams and people andexperiences and places.
And for the past 10 years, I've beenthe proud founder of the tourism and
small business Institute of excellencehome to the Institute of tourism and the
(00:52):
Institute of small business, Which alsobrings this episode and every episode.
All for the love of tourism andhospitality and events and retail and the
wonderful world of the visitor economy.
Now, today's episode is particularlysignificant because we're diving into
the official launch of ExperienceMelbourne 2028, which happened this
(01:17):
month at the time of this recording.
This is February 2025.
Melbourne's new destinationmanagement plan.
DMP.
This vision will set the coursefor Melbourne's visitor economy
over the next five years.
Experience Melbourne 2028 was launchedat the VTIC Leadership Series Forum,
(01:40):
titled Unlocking our potential, thefuture of our visitor economy, hosted
in partnership with the wonderful humansat City of Melbourne at the stunning new
hotel appropriately named Melbourne Place.
The event was brilliantly emceedby VTIC's chief executive, Felicia
(02:02):
Mariani, who I affectionately callour Victorian first lady of tourism.
Now, Felicia has been a tireless advocatefor our industry, and I hope to have
her join me Here on the podcast oneday and share The Felicia love with you
all but beyond the data and frameworks.
This plan is deeply personal to meMelbourne isn't just a place I work.
(02:26):
It's of course, it's home.
It's where I live.
It's where I've had my kids It's whereI'm raising my family It's where also
my parents chose out of anywhere inthe world to start a new life when
they left their home, their parents,their siblings and life as they knew
(02:46):
it in Greece in search of opportunity.
It was Melbourne that they landedas two individuals, as two very
young people leaving their countryto come here and find each other.
With them, like many others wholeft their home countries in search
for a better life and opportunity,brought their traditions, their
(03:09):
stories, and of course, They're food.
And that's why it resonatedso deeply when we talk about
Melbourne's culinary kaleidoscope.
Don't you love that?
Culinary kaleidoscope.
Because Melbourne isn't just a food city.
It's a cultural mosaic builtby generations of people who
(03:29):
have made This city, theirhome, just like my parents did.
This highlights why destinationmanagement isn't just about tourism
numbers, it's about storytelling, it'sabout experiences and it's about people.
And that's what really ignited andinspired me at the event and why I want
(03:50):
to share it with you and talk about it.
Now if you are tuning in from interstateor overseas, I want you to reflect on
your own region and your own destination.
Does your place have a plan like this?
If not, what steps can you take as aleader in your community to create one?
(04:10):
It's a crucial step to making sure thatyour visitor economy not only grows, but
also enriches the lives of both visitors.
and locals alike.
Consider the principles and approachesthat I'll discuss with you or share
with you today and think about howthey can be applied in your context.
(04:31):
Okay.
So what is a destination managementplan and why does it matter?
A destination management planor DMP is more than just a
roadmap for attracting visitors.
It's a shared statement of intent.
to manage a destination overa specific period of time.
(04:53):
It articulates and anchors theroles of various stakeholders
and identifies clear actions
and resource allocation.
This plan aligns businesses, governments,and communities to create a thriving
and sustainable visitor economy.
In this case, Melbourne's visitoreconomy, which is already a
(05:15):
multi billion dollar industry.
What was shared that in 2023 alone 14.
3 million visitors spent over 11billion in our wonderful city.
By 2028 that number is expected to reach18 million visitors contributing 16.
8 billion dollars annually.
(05:38):
These figures highlight the immenseIt's potential of tourism when
managed effectively, not just inattracting visitors, but in driving
investment and innovation and gettingon the same page as one another.
So we can all prioritize the same thingso we can all move together in the same
(06:00):
direction and achieve those big goals.
However, here's the key point.
Tourism isn't just about growth, forgrowth's sake, it's about building a
visitor economy that delivers real value.
This means delivering value tobusinesses within the community,
delivering value to locals within thecommunity, and delivering values, of
(06:25):
course, to the visitors themselves thatare coming to experience our places.
It also focuses on the planning,development and marketing of a
destination, as well as how it'smanaged physically, financially and
operationally, just like a business.
And Melbourne isn't alonein recognising this.
(06:47):
Cities around the world arerethinking tourism to prioritize
experience driven travel.
This brings us to London, a destinationthat has undergone its own strategic
transformation and that was also sharedas a source of inspiration when the
(07:07):
team at City of Melbourne and keystakeholders also considered when
mapping out the destination managementexperience Melbourne 28, 2028 plan.
Now So let's delve a little deeper andlet's talk about London's destination
management planning and lessons fromLondon's visitor experience strategy.
(07:30):
One of the most visited cities in theworld, London learned the hard way that
brand recognition isn't enough on its own.
Despite being a global tourism hub,research showed the London teams
and the humans of tourism and thevisitor economy in London, the visitor
(07:51):
satisfaction ranked lower than any othermajor city like Tokyo and Paris and
Rome and that was their wake up call.
So upon research I found thatLondon realized it needed to go
beyond marketing and monuments andfocus on the visitor experience.
(08:13):
This is echoed in research.
that I found in McKinsey and Skiftreport which emphasise also that visitors
are increasingly driven by experiencesseeking authentic and memorable moments.
London's visitor experience strategywas built around Four key pillars,
(08:35):
which I'd love to share because I readthis and I get inspired and I wanted
to have a home to share it with others.
The number one pillar is places.
Strengthening itsdistinct visitor precinct.
and attractions.
This involves developing uniquedestinations that cater to visitor
(08:56):
needs, going beyond just passingthrough, to creating pockets of
places with diverse offerings ofexperiences, food, drink, culture.
And the like.
Number two is brand.
Refining how London presentsitself to the world.
(09:16):
It's not just about promoting iconiclandmarks, it's also about communicating
a welcoming and inclusive city witha diverse range of experiences.
Number three is just that.
Experiences.
Expanding and diversifying can do.
This includes developing new andunique experiences that align with
(09:40):
future trends with an emphasis onculinary food, parks and green spaces.
Fourth and final priority is essentials.
Enhancing city infrastructureand visitor services.
This includes ensuring easy andeffective city wide internet access and
(10:00):
encouraging more sustainable visits bysimplifying choices for visitors with
a particular focus on active travel.
Love that.
Now, London's approach was effectiveand has influenced Melbourne's strategy,
particularly in recognising theimportance of visitor satisfaction and
(10:21):
dispersing visitors geographically.
London is now working to improve its valuefor money messaging as well as developing
its food and drink experiences which areboth key drivers for visitor decisions.
This approach is precisely whatMelbourne is doing except Melbourne
has expanded the vision furtherwith eight core experience pillars.
(10:47):
And what are the eight experiencepillars of Experience Melbourne 2028?
I hear you ask.
Never fear my friend, that's whyI'm here to share them with you.
If you're a tourism leader, operator,Manager, marketer or small business
owner aligning with one or more of theseexperience pillars is a powerful strategy
(11:14):
for your forward growthand your next steps.
Number one and no question,is sports and events capital.
How can your business tap intoMelbourne's world class sports and events?
Consider how you can engage withmajor sports and major event
opportunities that can act as akey driver of travel intention.
(11:37):
Think campaigns.
Packages, specials and collaborations.
Back in my day as an operator, forexample, on AFL Grand Final, quite a big
deal here in Melbourne, we even have apublic holiday to celebrate this Grand
Final, I would run our own footy tippingcompetition and give away an experience.
(11:58):
It was, I just remember thefirst time I did that, it went.
What can you do around these events?
Number two is ground breaking creativity.
Can you collaborate withMelbourne's thriving art scene?
Explore opportunities to work with localartists and cultural institutions to
(12:18):
provide unique, Immersive experiences.
Number three, where would we bewithout our vibrant people and places?
What local stories can your business tell?
Better still?
What about your story?
I have no doubt there issomething making you uniquely you.
(12:41):
How are you sharing that farand wide in a unique way?
Focusing on showcasing the unique.
character of your neighborhood And thestory of its residents and businesses.
We showcase our vibrant people and places.
My favourite, number three,that I mentioned earlier.
(13:04):
Culinary Kaleidoscope.
How are you showcasing,
are you and your business taking theopportunity to showcase Melbourne's
multicultural food culture.
Lunar New Year, Antipodes.
The Greek festival that just happenedhere in Melbourne, Diwali, Indian
(13:24):
festival, our diaspora is enviable.
How can you get involved to ignite andleverage by highlighting the diverse
food offerings and event offerings tocreate unique experiences that resonate
with Melbourne's cultural diversity.
Number 4.
Eclectic shopping haven.
(13:47):
How are you attracting visitors tospend with you curating unique shopping
experiences, focusing on local andethical products, aligning with trends
towards more conscious consumerism.
Food especially is the new postcard.
Where are there opportunities tocollaborate with Melbourne and
(14:09):
Victorian makers in your own patch?
Number five, Aboriginalculture in the city.
Is your business incorporatingIndigenous experiences?
Always, always ensuring to supportIndigenous tourism and storytelling
in an authentic and respectfulway by collaborating with First
(14:33):
Nations, Humans of Tourism and Arts.
operated experience makers.
Number six, world class knowledge hub.
Can you tailor your experiencesfor business and education travel?
Look at opportunities to createtailored experiences that
(14:54):
cater to the specific needs.
of niche business and educational visitorscoming to town or coming to your region.
Last but not least is green urban oasis.
How is your businesscontributing to sustainability?
Prioritize green spaces and eco friendlyexperiences catering to visitors
(15:17):
who are increasingly prioritizingsustainability and well being.
Shout out and honourable mention thatif you want to align with these values,
look no further than the Quality TourismSustainable Accreditation through VTIC
or Victoria Tourism Industry Council.
as we know it, or strive forsustainability or ecotourism
(15:40):
accreditation through the wonderfulhumans at Ecotourism Australia.
These pillars aren't just categories.
They represent opportunities for youand your business and your business
community to create experiences thatresonate with visitors on a deeper level.
Not to mention leveraging theopportunity to tap into A free
(16:03):
resource with significant amount ofresearch, funding, and stakeholder
engagement has taken place to come upwith a strategy and a plan like this.
at the foundation of this plan, arefive guiding principles, a model
any tourism business can adopt.
(16:25):
And that's where I want to startto finish this off by sharing with
you these five guiding principlesof Experience Melbourne 2028.
Number one is Aboriginal focused,supporting our Indigenous
tourism and storytelling.
This means genuinely incorporatingIndigenous culture and
(16:48):
perspective into our offerings.
Remember, through experience.
Indigenous First Nations humans andIndigenous owned and operated businesses.
Number two, that weare experience centric.
Visitors today book experiencesfirst, destination second.
(17:09):
This requires you to create unique andcompelling experiences that meet the
evolving needs of today's visitors, whomany have done and experienced a lot.
Number three is to be inclusiveand welcoming, ensuring tourism
is accessible and diverse.
(17:30):
This includes considering the needs of allvisitors and being mindful of inclusivity
when planning your experiences.
First, not as an afterthought.
Four is sustainable and regenerative,reducing environmental impact
and promoting ecotourism.
(17:51):
Focus on reducing carbon intensity,promoting sustainable behaviors, and
offering tangible sustainable experiences.
Last but not least, number five,collaborative and connected,
Strengthening industrypartnerships and knowledge sharing.
This means engaging with your widerindustry, sharing best practices
(18:16):
and working together to deliverexceptional visitor experiences.
This experience first approachis backed by research.
A study that I mentioned earlierby McKinsey and Skift found
that today's travellers choosedestinations based on experiences
(18:37):
first, not the other way around.
The old model where people bookflights first and figure out
what to do later, It is fading.
Instead, the research is telling usthat people are booking trips because
they saw a unique, immersive experience.
Whether it was social mediaor one of their own loved ones
(19:00):
that they've seen experience.
And they want to have the same moment.
Think Maria and Magical SunsetGreek Island Sailing Experiences
from a previous episode.
That is such a unique experience thatcould ignite a visit to Greece based
on the luxury sailing experience first.
(19:22):
Not the visit to Greece and thenI'll maybe I'll figure out if I
can go on a sailing experience.
And this isn't just a trend.
It's a one trillion dollar market.
Younger travelers, especially GenZ and Millennials, are prioritizing
experiences over material goods.
This shift means that the questionisn't how do I get more customers or
(19:45):
more visitors, it's how do I createan experience people are willing
to travel to my destination for.
Okay.
So let's get businesscoachy and training mode.
Let's talk next steps, especially afterthe Bendigo Next Conference this week.
What are your next stepsas a tourism leader?
(20:07):
I'll start with my next steps isproducing this episode for you So this
plan isn't launched and forgotten about.
I wanted to create another placefor this to live and be shared.
Ultimately, I would have loved tointerview someone, but in the interest
of time and space, need to get this out.
And I welcome anybody to reachout if you'd like to have a chat
(20:31):
about Experience Melbourne 2028.
And what about you?
Where to from here?
First, download all the plans andreports from the show notes at com
forward slash podcast forward slash 65.
The number of episodes that we'vedone here at the Tourism Hub podcast.
(20:53):
It's quite outstandingreally saying it like that.
65! Episode 65!
You'll find the full ExperienceMelbourne 2028 plan along with
London's visitor experience strategy,the McKinsey and Skiff report that I
mentioned earlier on experiences anda wealth of other things that I can
think of that I can add in there foryour reading and watching pleasure.
(21:16):
Second, align your businesswith experienced trends,
food, Culture, sustainability,accessibility, and technology.
Consider how you can integrate those eightexperience pillars into your offerings.
Think about not only what you offer,but how you deliver it, considering
(21:38):
things like authenticity, focusingon local engagement, and experiences
that bring a specific locale to life.
Managing expectations.
Overcommunicate.
Overdeliver.
Manage expectations clearly fromthe outset and value perception,
ensuring guests feel that theyare in safe hands and that your
(22:01):
experience provides clear value.
And leverage those digital assetsand social proof, making sure
your experiences are displayed.
Discoverable and bookable, this meanshaving a strong online presence where
people can easily find you, plantheir visit and book their visit.
(22:23):
experiences during their stay.
Now, bringing it right down and somepractical points to consider for your
business can include simplifying thebooking process, making your booking
systems seamless and easy for customersto use, platform strategy, being
(22:44):
strategic in your approach to onlineplatforms, your digital strategy, the
use of AI, and balancing your directchannels with other online platforms
and agents to showcase and on sellyour experiences easily and seamlessly.
And personalization, usingdata and technology to create
(23:07):
personalized experiences and bundles.
Last and most importantly, being in theroom and be connected to your industry.
If you're not able to attend industryevents, you are missing opportunities,
but to counteract that, be sure that youare on the right lists and database so
(23:27):
that you're staying up to date and ahead.
Events like this.
launch and the next Bendigo Next,a regional tourism conference.
We've got a statewide visionsummit conference tomorrow.
We've got the national conferencein Sydney coming up next month.
All of these events, they're criticalfor networking, for learning and
(23:50):
for staying ahead of the curve.
Time and time in all facets ofthe industry across the globe.
Collaboration is the key.
in the visceral economy and beingopen to working with others to
create unique experiences willalways be a winning strategy.
Collaboration is key in the visceraleconomy and being open to working
(24:16):
with others so that you can createthese unique experiences will
always Always be a winning strategy.
Finally, we have come to theend of the road, my friends.
And if you found value in today'sepisode, it will mean the world.
If you subscribed, if you shared,and if you took the time to leave a
review, it will help so much to continuedelivering tourism and visitor economy
(24:43):
and business inspiration to help you grow.
Loads of love andgratitude for stopping by.
Here's to your excellence and untilnext time, let's Be a better industry by
doing better for our fellow humans thatare running businesses, that are living
(25:04):
and that are visiting our destinations.
Well, hello and welcome to theTourism Hub podcast, your weekly
(00:05):
source of ideas and strategies andinspiration to help you thrive in the
tourism and small business sectors.
I am your proud host, EspinaKratias, and let me tell you, I
have dedicated the last 30 years.
Yes, 30 years.
It's been since I left high schooland launched into my tourism career.
(00:30):
Studying in it, working in it,managing businesses, launching
my own and leading tourism.
teams and people andexperiences and places.
And for the past 10 years, I've beenthe proud founder of the tourism and
small business Institute of excellencehome to the Institute of tourism and the
(00:52):
Institute of small business, Which alsobrings this episode and every episode.
All for the love of tourism andhospitality and events and retail and the
wonderful world of the visitor economy.
Now, today's episode is particularlysignificant because we're diving into
the official launch of ExperienceMelbourne 2028, which happened this
(01:17):
month at the time of this recording.
This is February 2025.
Melbourne's new destinationmanagement plan.
DMP.
This vision will set the coursefor Melbourne's visitor economy
over the next five years.
Experience Melbourne 2028 was launchedat the VTIC Leadership Series Forum,
(01:40):
titled Unlocking our potential, thefuture of our visitor economy, hosted
in partnership with the wonderful humansat City of Melbourne at the stunning new
hotel appropriately named Melbourne Place.
The event was brilliantly emceedby VTIC's chief executive, Felicia
(02:02):
Mariani, who I affectionately callour Victorian first lady of tourism.
Now, Felicia has been a tireless advocatefor our industry, and I hope to have
her join me Here on the podcast oneday and share The Felicia love with you
all but beyond the data and frameworks.
This plan is deeply personal to meMelbourne isn't just a place I work.
(02:26):
It's of course, it's home.
It's where I live.
It's where I've had my kids It's whereI'm raising my family It's where also
my parents chose out of anywhere inthe world to start a new life when
they left their home, their parents,their siblings and life as they knew
(02:46):
it in Greece in search of opportunity.
It was Melbourne that they landedas two individuals, as two very
young people leaving their countryto come here and find each other.
With them, like many others wholeft their home countries in search
for a better life and opportunity,brought their traditions, their
(03:09):
stories, and of course, They're food.
And that's why it resonatedso deeply when we talk about
Melbourne's culinary kaleidoscope.
Don't you love that?
Culinary kaleidoscope.
Because Melbourne isn't just a food city.
It's a cultural mosaic builtby generations of people who
(03:29):
have made This city, theirhome, just like my parents did.
This highlights why destinationmanagement isn't just about tourism
numbers, it's about storytelling, it'sabout experiences and it's about people.
And that's what really ignited andinspired me at the event and why I want
(03:50):
to share it with you and talk about it.
Now if you are tuning in from interstateor overseas, I want you to reflect on
your own region and your own destination.
Does your place have a plan like this?
If not, what steps can you take as aleader in your community to create one?
(04:10):
It's a crucial step to making sure thatyour visitor economy not only grows, but
also enriches the lives of both visitors.
and locals alike.
Consider the principles and approachesthat I'll discuss with you or share
with you today and think about howthey can be applied in your context.
(04:31):
Okay.
So what is a destination managementplan and why does it matter?
A destination management planor DMP is more than just a
roadmap for attracting visitors.
It's a shared statement of intent.
to manage a destination overa specific period of time.
(04:53):
It articulates and anchors theroles of various stakeholders
and identifies clear actions
and resource allocation.
This plan aligns businesses, governments,and communities to create a thriving
and sustainable visitor economy.
In this case, Melbourne's visitoreconomy, which is already a
(05:15):
multi billion dollar industry.
What was shared that in 2023 alone 14.
3 million visitors spent over 11billion in our wonderful city.
By 2028 that number is expected to reach18 million visitors contributing 16.
8 billion dollars annually.
(05:38):
These figures highlight the immenseIt's potential of tourism when
managed effectively, not just inattracting visitors, but in driving
investment and innovation and gettingon the same page as one another.
So we can all prioritize the same thingso we can all move together in the same
(06:00):
direction and achieve those big goals.
However, here's the key point.
Tourism isn't just about growth, forgrowth's sake, it's about building a
visitor economy that delivers real value.
This means delivering value tobusinesses within the community,
delivering value to locals within thecommunity, and delivering values, of
(06:25):
course, to the visitors themselves thatare coming to experience our places.
It also focuses on the planning,development and marketing of a
destination, as well as how it'smanaged physically, financially and
operationally, just like a business.
And Melbourne isn't alonein recognising this.
(06:47):
Cities around the world arerethinking tourism to prioritize
experience driven travel.
This brings us to London, a destinationthat has undergone its own strategic
transformation and that was also sharedas a source of inspiration when the
(07:07):
team at City of Melbourne and keystakeholders also considered when
mapping out the destination managementexperience Melbourne 28, 2028 plan.
Now So let's delve a little deeper andlet's talk about London's destination
management planning and lessons fromLondon's visitor experience strategy.
(07:30):
One of the most visited cities in theworld, London learned the hard way that
brand recognition isn't enough on its own.
Despite being a global tourism hub,research showed the London teams
and the humans of tourism and thevisitor economy in London, the visitor
(07:51):
satisfaction ranked lower than any othermajor city like Tokyo and Paris and
Rome and that was their wake up call.
So upon research I found thatLondon realized it needed to go
beyond marketing and monuments andfocus on the visitor experience.
(08:13):
This is echoed in research.
that I found in McKinsey and Skiftreport which emphasise also that visitors
are increasingly driven by experiencesseeking authentic and memorable moments.
London's visitor experience strategywas built around Four key pillars,
(08:35):
which I'd love to share because I readthis and I get inspired and I wanted
to have a home to share it with others.
The number one pillar is places.
Strengthening itsdistinct visitor precinct.
and attractions.
This involves developing uniquedestinations that cater to visitor
(08:56):
needs, going beyond just passingthrough, to creating pockets of
places with diverse offerings ofexperiences, food, drink, culture.
And the like.
Number two is brand.
Refining how London presentsitself to the world.
(09:16):
It's not just about promoting iconiclandmarks, it's also about communicating
a welcoming and inclusive city witha diverse range of experiences.
Number three is just that.
Experiences.
Expanding and diversifying can do.
This includes developing new andunique experiences that align with
(09:40):
future trends with an emphasis onculinary food, parks and green spaces.
Fourth and final priority is essentials.
Enhancing city infrastructureand visitor services.
This includes ensuring easy andeffective city wide internet access and
(10:00):
encouraging more sustainable visits bysimplifying choices for visitors with
a particular focus on active travel.
Love that.
Now, London's approach was effectiveand has influenced Melbourne's strategy,
particularly in recognising theimportance of visitor satisfaction and
(10:21):
dispersing visitors geographically.
London is now working to improve its valuefor money messaging as well as developing
its food and drink experiences which areboth key drivers for visitor decisions.
This approach is precisely whatMelbourne is doing except Melbourne
has expanded the vision furtherwith eight core experience pillars.
(10:47):
And what are the eight experiencepillars of Experience Melbourne 2028?
I hear you ask.
Never fear my friend, that's whyI'm here to share them with you.
If you're a tourism leader, operator,Manager, marketer or small business
owner aligning with one or more of theseexperience pillars is a powerful strategy
(11:14):
for your forward growthand your next steps.
Number one and no question,is sports and events capital.
How can your business tap intoMelbourne's world class sports and events?
Consider how you can engage withmajor sports and major event
opportunities that can act as akey driver of travel intention.
(11:37):
Think campaigns.
Packages, specials and collaborations.
Back in my day as an operator, forexample, on AFL Grand Final, quite a big
deal here in Melbourne, we even have apublic holiday to celebrate this Grand
Final, I would run our own footy tippingcompetition and give away an experience.
(11:58):
It was, I just remember thefirst time I did that, it went.
What can you do around these events?
Number two is ground breaking creativity.
Can you collaborate withMelbourne's thriving art scene?
Explore opportunities to work with localartists and cultural institutions to
(12:18):
provide unique, Immersive experiences.
Number three, where would we bewithout our vibrant people and places?
What local stories can your business tell?
Better still?
What about your story?
I have no doubt there issomething making you uniquely you.
(12:41):
How are you sharing that farand wide in a unique way?
Focusing on showcasing the unique.
character of your neighborhood And thestory of its residents and businesses.
We showcase our vibrant people and places.
My favourite, number three,that I mentioned earlier.
(13:04):
Culinary Kaleidoscope.
How are you showcasing,
are you and your business taking theopportunity to showcase Melbourne's
multicultural food culture.
Lunar New Year, Antipodes.
The Greek festival that just happenedhere in Melbourne, Diwali, Indian
(13:24):
festival, our diaspora is enviable.
How can you get involved to ignite andleverage by highlighting the diverse
food offerings and event offerings tocreate unique experiences that resonate
with Melbourne's cultural diversity.
Number 4.
Eclectic shopping haven.
(13:47):
How are you attracting visitors tospend with you curating unique shopping
experiences, focusing on local andethical products, aligning with trends
towards more conscious consumerism.
Food especially is the new postcard.
Where are there opportunities tocollaborate with Melbourne and
(14:09):
Victorian makers in your own patch?
Number five, Aboriginalculture in the city.
Is your business incorporatingIndigenous experiences?
Always, always ensuring to supportIndigenous tourism and storytelling
in an authentic and respectfulway by collaborating with First
(14:33):
Nations, Humans of Tourism and Arts.
operated experience makers.
Number six, world class knowledge hub.
Can you tailor your experiencesfor business and education travel?
Look at opportunities to createtailored experiences that
(14:54):
cater to the specific needs.
of niche business and educational visitorscoming to town or coming to your region.
Last but not least is green urban oasis.
How is your businesscontributing to sustainability?
Prioritize green spaces and eco friendlyexperiences catering to visitors
(15:17):
who are increasingly prioritizingsustainability and well being.
Shout out and honourable mention thatif you want to align with these values,
look no further than the Quality TourismSustainable Accreditation through VTIC
or Victoria Tourism Industry Council.
as we know it, or strive forsustainability or ecotourism
(15:40):
accreditation through the wonderfulhumans at Ecotourism Australia.
These pillars aren't just categories.
They represent opportunities for youand your business and your business
community to create experiences thatresonate with visitors on a deeper level.
Not to mention leveraging theopportunity to tap into A free
(16:03):
resource with significant amount ofresearch, funding, and stakeholder
engagement has taken place to come upwith a strategy and a plan like this.
at the foundation of this plan, arefive guiding principles, a model
any tourism business can adopt.
(16:25):
And that's where I want to startto finish this off by sharing with
you these five guiding principlesof Experience Melbourne 2028.
Number one is Aboriginal focused,supporting our Indigenous
tourism and storytelling.
This means genuinely incorporatingIndigenous culture and
(16:48):
perspective into our offerings.
Remember, through experience.
Indigenous First Nations humans andIndigenous owned and operated businesses.
Number two, that weare experience centric.
Visitors today book experiencesfirst, destination second.
(17:09):
This requires you to create unique andcompelling experiences that meet the
evolving needs of today's visitors, whomany have done and experienced a lot.
Number three is to be inclusiveand welcoming, ensuring tourism
is accessible and diverse.
(17:30):
This includes considering the needs of allvisitors and being mindful of inclusivity
when planning your experiences.
First, not as an afterthought.
Four is sustainable and regenerative,reducing environmental impact
and promoting ecotourism.
(17:51):
Focus on reducing carbon intensity,promoting sustainable behaviors, and
offering tangible sustainable experiences.
Last but not least, number five,collaborative and connected,
Strengthening industrypartnerships and knowledge sharing.
This means engaging with your widerindustry, sharing best practices
(18:16):
and working together to deliverexceptional visitor experiences.
This experience first approachis backed by research.
A study that I mentioned earlierby McKinsey and Skift found
that today's travellers choosedestinations based on experiences
(18:37):
first, not the other way around.
The old model where people bookflights first and figure out
what to do later, It is fading.
Instead, the research is telling usthat people are booking trips because
they saw a unique, immersive experience.
Whether it was social mediaor one of their own loved ones
(19:00):
that they've seen experience.
And they want to have the same moment.
Think Maria and Magical SunsetGreek Island Sailing Experiences
from a previous episode.
That is such a unique experience thatcould ignite a visit to Greece based
on the luxury sailing experience first.
(19:22):
Not the visit to Greece and thenI'll maybe I'll figure out if I
can go on a sailing experience.
And this isn't just a trend.
It's a one trillion dollar market.
Younger travelers, especially GenZ and Millennials, are prioritizing
experiences over material goods.
This shift means that the questionisn't how do I get more customers or
(19:45):
more visitors, it's how do I createan experience people are willing
to travel to my destination for.
Okay.
So let's get businesscoachy and training mode.
Let's talk next steps, especially afterthe Bendigo Next Conference this week.
What are your next stepsas a tourism leader?
(20:07):
I'll start with my next steps isproducing this episode for you So this
plan isn't launched and forgotten about.
I wanted to create another placefor this to live and be shared.
Ultimately, I would have loved tointerview someone, but in the interest
of time and space, need to get this out.
And I welcome anybody to reachout if you'd like to have a chat
(20:31):
about Experience Melbourne 2028.
And what about you?
Where to from here?
First, download all the plans andreports from the show notes at com
forward slash podcast forward slash 65.
The number of episodes that we'vedone here at the Tourism Hub podcast.
(20:53):
It's quite outstandingreally saying it like that.
65! Episode 65!
You'll find the full ExperienceMelbourne 2028 plan along with
London's visitor experience strategy,the McKinsey and Skiff report that I
mentioned earlier on experiences anda wealth of other things that I can
think of that I can add in there foryour reading and watching pleasure.
(21:16):
Second, align your businesswith experienced trends,
food, Culture, sustainability,accessibility, and technology.
Consider how you can integrate those eightexperience pillars into your offerings.
Think about not only what you offer,but how you deliver it, considering
(21:38):
things like authenticity, focusingon local engagement, and experiences
that bring a specific locale to life.
Managing expectations.
Overcommunicate.
Overdeliver.
Manage expectations clearly fromthe outset and value perception,
ensuring guests feel that theyare in safe hands and that your
(22:01):
experience provides clear value.
And leverage those digital assetsand social proof, making sure
your experiences are displayed.
Discoverable and bookable, this meanshaving a strong online presence where
people can easily find you, plantheir visit and book their visit.
(22:23):
experiences during their stay.
Now, bringing it right down and somepractical points to consider for your
business can include simplifying thebooking process, making your booking
systems seamless and easy for customersto use, platform strategy, being
(22:44):
strategic in your approach to onlineplatforms, your digital strategy, the
use of AI, and balancing your directchannels with other online platforms
and agents to showcase and on sellyour experiences easily and seamlessly.
And personalization, usingdata and technology to create
(23:07):
personalized experiences and bundles.
Last and most importantly, being in theroom and be connected to your industry.
If you're not able to attend industryevents, you are missing opportunities,
but to counteract that, be sure that youare on the right lists and database so
(23:27):
that you're staying up to date and ahead.
Events like this.
launch and the next Bendigo Next,a regional tourism conference.
We've got a statewide visionsummit conference tomorrow.
We've got the national conferencein Sydney coming up next month.
All of these events, they're criticalfor networking, for learning and
(23:50):
for staying ahead of the curve.
Time and time in all facets ofthe industry across the globe.
Collaboration is the key.
in the visceral economy and beingopen to working with others to
create unique experiences willalways be a winning strategy.
Collaboration is key in the visceraleconomy and being open to working
(24:16):
with others so that you can createthese unique experiences will
always Always be a winning strategy.
Finally, we have come to theend of the road, my friends.
And if you found value in today'sepisode, it will mean the world.
If you subscribed, if you shared,and if you took the time to leave a
review, it will help so much to continuedelivering tourism and visitor economy
(24:43):
and business inspiration to help you grow.
Loads of love andgratitude for stopping by.
Here's to your excellence and untilnext time, let's Be a better industry by
doing better for our fellow humans thatare running businesses, that are living
(25:04):
and that are visiting our destinations.
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