Local Government taps into $2.6 billion opportunity

Destination Melbourne and Local Governments across Melbourne are working together to encourage Melbournians to get out and about and discover their own backyard.

Destination Melbourne and 20 councils launched a new campaign that will change the way people think about tourism and educate residents about what is on offer closer to home.

The Discover Your Own Backyard initiative is encouraging people to share their favourite local experiences with visiting friends and relatives.

Leading Local Governments including Brimbank, Stonnington and Wyndham have collectively committed to nearly $200,000 worth of activity over the next nine months,

Destination Melbourne CEO Chris Buckingham, said when Melbourne gets the visitor experience right our whole community benefits not just through jobs and increased cash flow, but also smart investment by business and Government in sustainable infrastructure and a stronger, more confident and resilient mindset amongst residents.

Visiting Friends and Relatives injects $2.6 billion into Melbourne annually and is increasingly important to the wider tourism industry as their travel is less seasonal and more resilient in tough economic times.

Discover Your Own Backyard campaign was launched in October at the Tapping into Tourism Breakfast as part of Victoria Tourism Week.

About 150 people gathered to hear Chris Buckingham launch this new campaign.

"We have reached a point where Local Governments across Melbourne can say with confidence that they are now a recognised and valued part of the tourism industry," he said.

To date, Destination Melbourne has formed partnerships with 11 councils who are participating in Discover Your Own Backyard.

The campaign includes print insertions, digital video, social media and PR.

Chris Buckingham said with all the negative commentary on the state of tourism in Australia coming from our neighbours in the northern states it is great to be able to share positive news from Melbourne.

For further information visit www.destinationmelbourne.com.au.