Destination Melbourne is an independent, not-for-profit tourism organisation empowering Melbourne’s visitor industry to continually enhance the visitor experience and inspiring visitors to explore and enjoy Greater Melbourne. Our focus is on visitors, encouraging them to explore greater Melbourne and helping them to have a positive experience. We achieve this through the production of Melbourne’s official visitor resources and delivery of industry development programs and marketing campaigns. Our vision: Our vision is to maximise Melbourne’s visitor potential, by championing visitor needs, the visitor experience and the visitor industry. Our mission: We exist to inspire Melbourne’s visitor industry to excel in delivering the best visitor experiences and encouraging visitors to explore and enjoy Melbourne. Read more: https://destination.melbourne/about-us