The ‘Discover Your Own Backyard’ campaign was developed by Destination Melbourne, the independent tourism organisation for Greater Melbourne, in conjunction with local councils to educate residents about things to see and do in their area. Domestically, visiting friends and relatives (VFR) is the largest motivating factor for people visiting Melbourne. The VFR market is worth $3.0 billion to Melbourne’s economy (year ending December 2015).
Destination Melbourne works in partnership with local councils to tap into this market and deliver a significant social and economic benefit to communities throughout Melbourne and Victoria. The program includes resources and promotional material to assist councils in raising knowledge and awareness amongst residents and local businesses of the VFR market.
Together we are building community pride in residents and encouraging dispersal and yield. Discover Your Own Backyard was built on the understanding that the host (the resident) has the greatest influence over visitor behaviour. If we can educate the host, we create a social and economic dividend for communities and support the visitor experience for people visiting their friends and relatives.