Melbourne is Australia's favourite destination for style and romance - shopping - cultural events, and international sporting, theatre, world class restaurants and for interesting cafes, bars and nightclubs. That's the finding of a recent survey by Roy Morgan Research.

The research company surveyed 1300 Australians in June this year and asked them to select the best city in seven categories. Melbourne was the unanimous winner, finishing first in six out of the seven categories.

"Australian's recognize Melbourne as a cosmopolitan city with activities and experiences that don't rely on the weather. We have so many unique Australian things to do that you can only find in Melbourne," said Sandra Chipchase, CEO, Melbourne Convention + Visitors Bureau (MCVB).

"Melbourne has its own style and positioning and the positive energy in this town is amazing," she said.

"If you love to shop, enjoy dining at outstanding restaurants or quirky and sophisticated cafes and bars, crave a little romance, or just want to spend some indulgent time in world class museums, art galleries and theatres, then Melbourne is the city to visit," said Chipchase.

• 53% of respondents favoured Melbourne for shopping with Sydney in second place at 27%.
• 51% considered Melbourne the best city for international sporting and cultural events, with Sydney in second place at 37%.
• 46% of Australians chose Melbourne as the best city for world class restaurants and 39% for interesting cafes, bars and nightclubs.

"Melbourne and Victoria have destinations and products that are the equal of icons in Australia such as the Great Barrier Reef, the Red Centre and Sydney. We are also developing unique incentive travel products aimed at the Asian market as well as our traditional markets in the United States and Europe," she said.

Victoria also out-performed other Australian states in the survey and was rated number one for touring by car and for the quality of its regional food and wine. Victoria finished equal with New South Wales and Queensland for its spa and wellness experiences.

Media information: Janelle Schreiber, Schreiber PR, T: 61 3 9598 5522 or E: janelle@schreiberpr.com.au