Visit Victoria said it will launch Victoria’s first Chinese tourism campaign in six years, ‘to attract more visitors, support jobs, boost the economy and show our state has the best of everything.’

Minister for Tourism and Major Events John Eren said the new campaign will ensure Victoria continues to stay ahead of the curve in attracting international visitors from China.

“This is Victoria’s first dedicated China campaign in six years – we want to show visitors from China what makes Melbourne the world’s most liveable city seven years straight.”

China is currently Victoria’s largest international tourism market, with almost 600,000 visitors spending $2.7 billion in the 12 months to September 2017.

Visit Victoria said the campaign ‘targets young Millennials who look for local and authentic experiences, rather than ticking off a bucket list of icons.’

To capture the attention of these sophisticated independent travellers, the campaign features one of China’s most popular rising stars, actor Li Xian.

Moving through the laneways of Melbourne to the Twelve Apostles and the Yarra Valley, the ads tour Victoria’s tourism hotspots – showcasing our local produce, major sporting and cultural events and natural landscapes and wildlife.

Chief Executive of Visit Victoria, Peter Bingeman said, “Visit Victoria’s exciting new campaign will showcase some of the diverse and engaging experiences on offer and is designed to continue to win the hearts and minds of Chinese travellers.”    

The campaign will be aimed at larger cities like Beijing, Shanghai, Shenzhen and Guangzhou, all of which have direct flights to Melbourne, making it easier for Chinese travellers to visit.

This campaign adds to the State Labor Government’s partnership with CTRIP – China’s biggest online travel agency – to entice even more Chinese travellers to choose Victoria for their next trip.

Source: Destination Melbourne, March 2018