Destination Melbourne
Destination Melbourne (DML) was established in 2001 through the amalgamation of the tourism department of the Melbourne Convention & Visitors Bureau and an industry advisory committee. In establishing DML, the aim was to create a single agency to represent the tourism industry and facilitate investment in the cooperative marketing of Melbourne as a tourist destination. Destination Melbourne’s role is to: create a more cohesive industry – providing a ‘first port of call’ for marketing enquiries; streamline marketing efforts across industry, state and local government to maximise investment and take advantage of economies of scale; and facilitate forward planning to maximise participation and investment. DML actively promotes Melbourne through a range of publications and programs that are supported by comprehensive marketing activities. These promotional tools highlight Melbourne’s magnetism, and strengthen current and potential visitors’ interest in travelling to Melbourne.
