Discount scheme to lure people to Melbourne CBD attractions

An app that lets people unlock discounted tickets and exclusive deals for some of Melbourne’s top attractions could be key to rebooting the city’s trade and tourism.

Lord Mayor Sally Capp, Sea Life Melbourne Aquarium general manager Katie Isaac and Pearl, 4. Picture: Wayne Taylor

Victorians and visitors would get discounts to experience top Melbourne attractions under a scheme to lure people back into the inner city after devastating lockdowns.

Melbourne City Council said the initiative was needed as overnight visitation within its boundaries slumped by two-thirds in the year to June 2021.

Sea Life Melbourne Aquarium, Old Melbourne Gaol, Melbourne River Cruises and Royal Botanic Gardens are among organisations interested in signing up to the Melbourne Attractions Keypass venture.

To go ahead, it needs approval at a council meeting on Tuesday.

The keypass would unlock discounted tickets and exclusive deals at attractions, and also provide special offers at retail and hospitality venues, as well as daily prizes and experiences.

To be launched in summer over 12 weeks, the scheme would be accessible via an app and web page.

Lord Mayor Sally Capp said that before 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,” she said.

City activation portfolio lead councillor Roshena Campbell said Covid-19 had 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.”

Melbourne Aquarium general manger Katie Isaac said the past 18 months had been incredibly challenging.

“Our teams are really missing seeing visitors walk through the doors each day,” she said.

“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.”

The council is teaming up with online travel agency Klook to deliver the keypass.