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A number of cities around the world cater for visitors very well. In the research identified in this report, the ZürichCARD (as discussed in section 5) was considered the best offer for visitors. While this card focuses on an integrated ticketing offer for public transport services, it is also offers visitor discounts, free entry to museums and complimentary drinks at

participating restaurants. The need for a visitor mobility brand linking all transport modes and tours was also identified through stakeholder interviews.

The establishment of an integrated Melbourne Explorer brand will help address visitor mobility and communication issues in a coordinated manner.

This model has been developed using the best of international and local products to provide a unique system for operators to communicate visitor mobility clearly in an integrated manner. Establishing the Melbourne Explorer brand will establish Melbourne as a leader in tourism mobility and provide a benchmark for other cities.

The Melbourne Tourism Partnership through the City of Melbourne has identified the need for coordinated visitor information. While only in its infancy, the principles of this strategy are;

> One consistent message about Melbourne > The right information at the right time

> A network of integrated information channels.

This initiative is strongly supported as a means of achieving an integrated solution for Melbourne and more importantly, providing exposure of the proposed Melbourne Explorer brand. Initiatives being reviewed in the project include:

> A single master-map as the foundation for Melbourne’s metropolitan Wayfinding system

> Strengthen orientation and Wayfinding at major visitor gateways. Refer section Appendix 13.3 for City of Melbourne gateway points.

> Integrate visitor Wayfinding information into Melbourne’s public transport network

> Build on the success and widespread adoption of GPS and smart-phone technology.

> Establish a consistent pedestrian signage and Wayfinding network for the Melbourne metropolitan area (along relevant visitor travel corridors).

6.2 Establishing a Melbourne Explorer steering group To progress the establishment of the Melbourne Explorer brand, a steering group is recommended to create a terms of reference and outline issues including funding mechanisms, partnerships and guidelines. For the concept to work, there must be “buy in” from major stakeholders.

Major stakeholders should convene to discuss the merits of establishing the Melbourne Explorer brand and how it could be rolled out throughout Melbourne in existing and new projects. As a minimum, stakeholders at the CEO or appropriate senior level should include the City of Melbourne, Tourism Victoria, Metlink, Yarra Trams, Destination Melbourne, Melbourne Exhibition and Convention Centre, Yarra River Business Association and Federation Square.

Once the terms of reference, budgets and agreed strategy have been established, a working party should then be formed with a remit for implementing the strategy and report back to the steering group. It is recommended that the first Steering Group be chaired by Chris Buckingham, CEO of Destination Melbourne. There are a number of options where the

Melbourne Explorer brand could ultimately sit and this should be discussed amongst CEOs / Senior Executives of the Steering Group.

6.3 Melbourne Explorer issues for consideration

6.31 Funding

One of the most important issues for the establishment of the brand is to look at budgetary requirements and funding mechanisms. While the establishment of a congestion charge in Melbourne would be contentious, such an initiative could fund Melbourne Explorer in the long term.

In the short term, contributions are likely to be sought from major stakeholders while also integrating the brand into established projects where budgets have already been approved (the City of Melbourne Wayfinding project, myki product development and Metlink tourism packaging for example).

6.32 quality product (Melbourne Explorer accredited) The recommended development of code of practice for operators that wish to become part of the Melbourne Explorer brand should be a high priority. For instance many current river operators could be involved in the brand but, for this to occur, quality guidelines need to be agreed and accreditation awarded to the appropriate operator. This is also true of the taxi

industry. The process for developing and assessing these guidelines should be simple.

A focus is needed on ensuring a quality customer product and cross promotion in all marketing and information collateral of other Melbourne Explorer modes and products.

6.33 Free services

Unlike anywhere else in the world, Melbourne is in the unique situation of having two free services (the City Circle and Shuttle Bus) on offer to tourists and locals. They key market for both

services is the visitor. Issues with overloading on the City Circle tram can impact the quality of the visitor’s experience. While current demand could warrant an increase in service levels on the City Circle (to say a 10 minute from 15 minute service), there are other more viable ways to reduce overcrowding under the Melbourne Explorer concept.

Having tourists register for a pass that allows free transport will reduce instances of overcrowding by commuters wanting just to catch a free service. In other words, if you are a genuine visitor to Melbourne, a Melbourne Explorer pass would guarantee free travel on both the City Circle and City of