Conduce Media Pty Ltd Acquires Discover Melbourne to Pivot Toward Human-First Local Tourism Guides

Melbourne-based digital agency Conduce Media Pty Ltd (ABN: 13 600 639 950) has officially announced the acquisition of Discover Melbourne, a prominent independent platform for Victorian events, attractions, and tour research.

The move comes at a critical time for the Australian media landscape, as audiences increasingly seek human-verified expertise over AI-generated content. Conduce Media will overhaul the site's technical infrastructure while doubling down on its "boots-on-the-ground" editorial philosophy.

Michelle, a lifelong Melburnian and Lead Editor at Discover Melbourne, will lead the new editorial strategy. "We are moving beyond simple event listings," says Michelle. "Our goal for 2026 is to provide Victorian travellers with verified, first-hand data on tour quality, CBD logistics, and attraction reliability that travellers can trust."

Key Focus Areas for 2026:

Verified Experience Reports: In-depth, first-hand reviews of Melbourne's top-rated tours and seasonal attractions.

The "Melby" Project: Elevating the site's mascot as a symbol of unbiased, independent local advice for families and urban explorers.

Live Event Tracking: Providing real-time logistical support for major Victorian festivals and regional tourism events.

For more information, visit https://discovermelbourne.au