A Framework for Nature Wonder Recognition for Cities

Through collaborative stakeholder engagement and co-design the project will produce an influencer-focused communication campaign and test interest in cities as natural wonders.

Project Summary

Could Melbourne be recognised as a natural wonder of the world? This project will develop a framework for positioning cities as globally recognised natural destinations, using Melbourne's biodiverse assets and an existing city focused tour offering as a case study and test case. Through collaborative stakeholder engagement and co-design involving tourism organisations, conservation groups, place makers, communication strategists and urban ecologists, the project will produce a pilot tour, an influencer-focused communication campaign to test interest in cities as natural wonders, and how this aligns with city nature or biodiversity strategies.

What are we interested in?

Research gaps exist in understanding how cities can authentically market biodiverse assets versus generic 'green spaces', and on the economic contributions of urban nature tourism. This project will in explore how cities can be positioned as natural wonders - from a marketing, and of course a biodiversity perspective (no green washing here):

• to drive conservation investment in a nature strategy to make this marketing authentic
• to capitalise on potentially un-tapped visitor interest in visiting cities for their biodiversity rich assets
• to test as a pilot case with Wurundjeri education team as an avenue to market their existing tours for Melbourne

The goals of our project

To develop a framework that outlines implementation pathways for authentic biodiversity-rich tourism development, and to test this through a case study positioning Melbourne as a biodiverse natural wonder destination.

Outcomes / activities

Literature reviews on destination marketing and natural wonders, mapping of urban biodiversity assets, stakeholder workshops, a graphic poster campaign with influencer partnerships and a public seminar.