The Minister for Tourism and Major Events, Hon Louise Asher MP will launch Melbourne's first official visitor iPhone App, as part of Victoria Tourism Week.

The launch of the Melbourne Official Visitor Guide App marks the combined efforts of Tourism Victoria, City of Melbourne and Destination Melbourne in the promotion of Melbourne as a global destination.

"Melbourne has never been more prominent on the world's stage following The Economist declaring it the world's most livable city and it has never been more important for us, as an industry, to ensure that this livability translates into visitability," said Chris Buckingham, CEO Destination Melbourne.

The visitor industry is vital for the continued economic growth of Victoria, providing an direct and indirect economic benefit of $15.9 billion and generating 204,000 jobs (Tourism Research Australia, Tourism Satellite Account 2008-2009).

According to Mr Buckingham, the real value of tourism is that it creates jobs close to communities and encourages investment in community based infrastructure.

"It is these factors that play a part in defining a city as liviable and visitable and it is Melbourne's success in these two arenas that allow the industry to grow.

The Melbourne Official Visitor Guide App represents a bold new approach that will support the visitor experience, help increase dispersal and yield and most importantly market Melbourne as the world's most liviable and visitable city."

The rise in Smartphone usage worldwide has seen mobile-broadband subscriptions outnumber fixed broadband subscriptions two to one and according to estimates there are 1.2 billion active mobile-broadband users (The ITU, 2011). A recent study undertaken in the US, by leading digital researcher comScore, found that 51 percent of smartphone users accessed travel content on their devices and one in five booked flights or accommodation (comScore Travel Advisor Report, April 2012)

"We all know that they way in which people interact and consume is changing and these results show that the tourism industry needs to change with it.

To ensure that Melbourne continues to be seen as a top destination, we need to be competitive in the global arena. This App allows us to market to a new generation of digital travelers and showcase Melbourne without the limitations of traditional media," added Buckingham.

For more information please contact:

Lauren Flint Communications Coordinator
Mobile: 0430 585 540 
Email: lauren@destinationmelbourne.com.au