A new way to experience Melbourne as locals know it — favourite neighbourhood spots, hidden gems and the places that give every precinct its character. Discover them, and earn rewards as you go.
Discover Melbourne brings locals, visitors, businesses and precincts together in one connected experience. It helps people uncover more places worth visiting, rewards them for exploring and participating, and gives local operators and destination partners the tools, reach and insights to grow.
Join free and seamlessly from within your browser — no app to download. Explore participating places, take part in simple activities, and unlock rewards and offers as you go.
Ready-made, light-touch technology that fits easily into your business — helping drive visits, referrals, reviews and repeat custom. You choose the rewards, generate authentic digital content and join a growing network designed to connect you with the visitor economy and ultimately increase sales.
Give tourism destinations, councils, precincts and markets a shared platform that connects local operators and encourages visitors to explore more, stay longer and spend across the destination. Run collaborative campaigns, support cross-visitation, capture valuable visitor insights and demonstrate measurable impact across the local visitor economy.
Discover, participate, earn, explore — built on Loop Fans, a visitor participation platform already proven in a regional Victorian pilot.
Sign up free in the browser — no app download, no cost to visitors.
Discover participating cafés, bars, markets, attractions and experiences.
Visit, leave a review, share a photo, answer a question, refer a friend.
Unlock offers and recognition from the businesses and precincts you explore.
The Yarra Valley Pass, powered by Loop Fans, is the closest working example of this model. It's a seven-week regional pilot — an early result worth sharing, not a guarantee of results for Discover Melbourne.
Early results from the first seven weeks of one regional pilot — a small sample, shown as a directional signal, not a projection.
Discover Melbourne is being built precinct by precinct. Register your interest now and we'll let you know as soon as there's a pass live near you.
Discover Melbourne gives you your own rewards and engagement capability, plus a place in a growing network built to bring you visitors — without new hardware or a dedicated app.
See what's included →Bring cross-visitation, campaigns and first-party visitor insight to your traders or network — without building any of it yourself.
See how partnership works →