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  "documentTitle": "Melbourne as a Global Cultural Destination",
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      "text": "However, Melbourne's position as Australia's cultural and creative capital is being challenged.",
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      "text": "1. The Global Traveller Survey was conducted online in October 2016. 2,457 adults from Australia, NZ, China, Hong Kong, Malaysia, Singapore, UK and US who had visited Australia or who were planning to visit were asked about their cultural and cultural travel preferences and their experiences in Melbourne and other Australian cities. 2. The five metrics are the share of the city's workforce employed in cultural and creative industries; the average percentage of excellent reviews for the city's 10 most popular creative and cultural attractions on TripAdvisor; the number of times a particular city is listed on expert 'Top' lists for cultural and creative experiences and infrastructure; the city's social media \"buzz\" (measured by the number of Facebook likes, Twitter Followers and Instagram followers the city has, as well as the number of times that the name of the city is hashtagged on Instagram; the city's ranking as a cultural and creative destination on a global survey of travellers",
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      "text": "Diverse offer: fast-growing NGV, ACMI and Arts Centre; Museum Victoria attracting 3x the audience of the National Museum of Australia; highest concentration of commercial galleries in Australia; country's leading commercial theatre sector; growing Comedy and International Film festivals; blockbuster exhibitions; world's highest concentration of live music venues\nGrowing cultural visitors at a faster rate than all Australian capitals except Hobart; half of these visitors come from Victoria and NSW. Creative experiences are one of the main reasons people visit Melbourne; 69% of visitors think the city is \"creative\"\nCultural experiences are the second most common reason for visiting (after seeing friends), especially the NGV and Museum\nCreativity and culture are part of a broader offering that includes sport, food and wine, the environment and shopping",
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      "text": "The index calculates the extent to which a city has the features of a best-in-class cultural and creative city using five metrics\nLondon, New York and Paris are in the top three positions; other second cities such as Chicago are in the top 10 positions\nMelbourne performs strongly on the quality of its offer, but less well on its social media footprint and city ranking by consumers",
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      "text": "According to the Global Traveller Survey, domestic visitors think Melbourne is the most creative Asia Pacific city (38%, ahead of 28% for Sydney) but international visitors think Sydney is the most creative city (34% versus 23% for Melbourne)\nOther cities are investing heavily in cultural infrastructure: NSW is planning to spend $600m on projects such as the Walsh Bay Arts Precinct and the redevelopment of the Opera House, and has flagged additional investments in infrastructure such as Sydney Modern, the Powerhouse Museum and Carriageworks. WA has invested $430m in the New Museum for Western Australia; the SA Government is considering a new contemporary cultural institution",
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      "text": "Creative industries generated 8% of employment in Victoria in 2013. Its GVA share (currently 8%) is growing relative to the rest of the Victorian economy. Creative industries and cultural tourism contributed ~$23b to the State economy in 2015\nCultural tourism could be ~40% of all tourism by 2025 (32% today); China travellers are the key growth segment\nCultural visitors stay 25% longer than average in Australia and spend 20% more per trip than visitors on average",
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      "text": "On a global index of cultural and creative cities, Melbourne ranks first in Australia, third in Asia and 12th globally",
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      "text": "Melbourne has a compelling creative and cultural offer; the city attracted >10m Australian and international visitors in 2015",
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      "text": "Cultural visitors — and creative industries — drive significant economic benefits; cultural tourism projected to grow further",
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