Melbourne is a hive of activity this year, with new data showing the city’s bursting events calendar and vibrant hospitality scene continue to entice office workers and visitors back in record numbers.
An independent survey commissioned by the City of Melbourne found 72 per cent of Victorians surveyed visited the city between January and March – a 12 per cent increase on the previous quarter.
Almost two-thirds interviewed said they visited the city to make the most of the broad range of events and activations on offer, while 94 per cent said they would consider visiting the City of Melbourne for leisure.
Melbourne’s world-renowned cafes, restaurants and bars continue to be a major drawcard, with 82 per cent of city visitors spending money on food and beverages.
Visitors spent an average of $163 across a range of sectors, including hospitality, retail, events, accommodation and transport.
Office workers are also returning to the city more regularly, with workplace attendance at its highest level since surveying began in July 2021.
In March, four in five city workers surveyed said they’d attended their workplace at least once in the previous week, compared with 62 per cent in February and 55 per cent in January. More than 40 per cent of workers expressed a desire to work in the city more often.
The number of Melburnians concerned about visiting the city and travelling on public transport because of COVID-19 has also decreased significantly.
City of Melbourne data also reflects the upturn in sentiment, with foot traffic after dark at a number of key dining and entertainment precincts at a two-year high.
Night-time activity at Southbank was at 148.8 per cent of pre-COVID levels last week, peaking at 177.4 per cent of 2019 levels on Friday 10 June.
Chinatown reached 108 per cent of the pre-COVID benchmark last weekend – an increase of 21 per cent on the previous week.
Quotes attributable to Lord Mayor Sally Capp
“Melbourne is world-renowned for its unmissable events, vibrant creative scene and spectacular food and drink, so it’s no surprise we’re seeing people return to the city in droves to enjoy all the city has to offer with their family and friends.”
“We’re investing a record $33.7 million in our draft Budget 2022-23 to grow Melbourne’s events, culture and creative program to entice even more people to the city in the coming months.”
“We’re delighted to welcome more office workers back to Melbourne as they find their new working rhythm. There’s so much on offer in the city midweek, and we can’t wait to see more workers return to the city more often.”
Quotes attributable to City Activation portfolio lead Councillor Roshena Campbell
“We’re doing everything we can to entice people back to the city by investing in a diverse range of events – from our new Docklands summer nights drone show to the much-loved Moomba Festival, which drew a record 1.44 million people to the city.”
“But we know there is more to be done, particularly in the winter months, to attract people back to the city. We’ll also continue to prioritise our support for events in the quieter winter months through our Event Partnership Program, ensuring visitors are flocking to the city year-round.”
