SEA LIFE Melbourne Aquarium and the Old Melbourne Gaol could be among dozens of the city’s most popular attractions set to see a surge in visitation, as part of a City of Melbourne plan to reactivate the CBD.
At Tuesday’s Future Melbourne Committee meeting, councillors will consider a proposal to develop the Melbourne Attractions Keypass – an offer which would unlock discounted tickets and exclusive deals at some of the city’s most exciting attractions and experiences.
The Keypass is designed to drive visitation and spending in the city, and would be accessible via an app and webpage. It would also provide special offers at retail and hospitality venues, as well as daily prizes and giveaways.
Other interested operators include Melbourne River Cruises, Royal Botanic Gardens Victoria, and ArtVo.
If endorsed, the City of Melbourne will work with online travel agency Klook and local tourism operators to deliver the Keypass, which would launch in summer and run for 12 weeks.
Quotes attributable to Lord Mayor Sally Capp
“Prior to the pandemic, more than 36 million people visited Melbourne each year to take advantage of our incredible attractions and experiences.
“There’s never been a better time for Victorians to discover their keypass to the city and visit the world-class attractions right here on our doorstep.
“From fun family activities, to walking tours and foodie experiences, the Melbourne Attractions Keypass will unlock great deals for a terrific day or night out.”
Quotes attributable to City Activation portfolio lead Councillor Roshena Campbell
“COVID-19 has decimated Melbourne’s tourism sector. Total overnight visitation in the 12 months to June was 1.4 million people – a decline of 66 per cent on the previous year.
“The Melbourne Attractions Keypass will allow us to entice people back to the city to support our local tourism operators, which will also benefit nearby retail and hospitality businesses.”
Quotes attributable to SEA LIFE Melbourne Aquarium General Manger Katie Isaac
“The past 18 months have been incredibly challenging for this industry and our teams are really missing seeing visitors walk through the doors each day.
“As Melbourne starts to reopen and tourism operators can welcome guests back, we encourage locals to take the opportunity to explore their hometown and what makes Melbourne such a unique and vibrant city.”
Quotes attributable to Klook General Manager Henry Hooper
“Klook is extremely excited by the prospect of teaming up with the City of Melbourne in supporting people returning to the CBD.
“We want to bring our city back to life through our platform, which has something for everyone, including gamification, special promotions and even some free giveaways to support Melbourne operators that have struggled during the pandemic.”