Marvellous Melbourne

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Melbourne is an ideal destination for culture lovers, shopaholics and those who simply enjoy people watching.

The revitalisation of the Yarra River's south bank has transformed Melbourne into a thriving city, with great food, sporting events and shopping.

Melbourne is often the "forgotten city" when travellers - and travel agents - plan a trip to Australia as the glitz of the Gold Coast and the iconic Sydney harbour often prove the most popular Down Under draw cards.

But with world-class shopping, some of the best sporting events in the southern hemisphere and a thriving cosmopolitan lifestyle, agents would be remiss to leave Melbourne off their clients' itineraries.

Making Melbourne marvellous

Boasting a population of nearly four million people, Melbourne is Australia's second biggest city - behind Sydney - and was the country's capital city from the federation of Australia in 1901 until 1927.

In the 1850s gold was discovered near the city and speculators from all over the world came to try their luck, beginning the migrant love affair with Melbourne and earning the city its tagline of ‘Marvellous Melbourne'.

Later after World War II, the city received another large influx of immigrants, creating the mix of cultures present in Melbourne today - food lovers can tempt their taste buds by visiting Little Greece, Little Italy, China Town, or Little Vietnam if they wish.

While Melbourne is no longer the country's political capital, it is still considered to be the cultural and sporting capital of Australia.

In the city, highlights include the National Gallery of Victoria, which often showcases international exhibitions; the Melbourne Cricket Ground, the venue for the 1956 Olympic Games; the bustling shopping districts of Chapel Street and Bridge Road; and the thriving nightlife of Fitzroy, St Kilda and the Crown Casino complex in the central business district (CBD).

Daytrips out of Melbourne will give travellers access to the picturesque Great Ocean Road and southern touring route, the ever-popular Yarra Valley vineyards, and the relaxing spas at Daylesford.

Tourism Australia distribution development manager Andrew Oldfield says Melbourne should be sold as a year-round destination, not just for the Middle Eastern summer (which is winter in Melbourne).

"Melbourne city has plenty to offer tourists seeking food, attractions, shopping, great hands-on museums, and interesting spaces such as parks for families to visit and stay together," he explains.

"The different styles of accommodation available really suit the Middle Eastern market, whether it is in longer-stay apartments, or if people are staying for one or two nights, there is lots of beautiful hotels right in the heart of the city.

"Melbourne is a great city to sit in a café and watch the world go by - all Melburnians love doing it, so there is a really good synergy for Middle Eastern guests to enjoy everything the city has to offer."

According to Sharaf Travel holidays manager Aloke Dey, Melbourne offers travellers a great range of activities.

"There is something for everyone, whether it be nature, heritage, the coast and sea, wildlife, cruises, trendy café culture and bright night life," Dey says.

"There is even the option for skiing in the winter months, just a few hours' drive from the city."

"Melbourne is famous for its shopping, sporting events and conventions. We do see Melbourne as one of the premier MICE destinations in Australia, offering a cosmopolitan culture, a variety of hotel options, innovative team building activities and local excursions within easy reach of the city."

More than 73,000 travellers currently visit Australia from the Middle East each year, according to the Australian Bureau of Statistics' Overseas Arrivals and Departures 1995-2006 report, with Victoria - the southern state where Melbourne is located - receiving a third of these visits.

Air access to the city from the region is good, with direct flights operating between Dubai and Melbourne, and the city is also a popular destination on several of the luxury cruise itineraries.

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