Victorian Premier John Brumby has announced a government injection of $8 million towards a new international marketing campaign to ramp up promotion of Melbourne and Victoria’s regions to the rapidly growing China market. Ahead of the 2010 Shanghai World Expo, Mr Brumby said Tourism Victoria would lead the new international marketing campaign as part of a strategy to make China Victoria’s largest international visitor market by 2014.
“This new multi-million dollar campaign will be launched next year and will build awareness of Victoria and Melbourne in China by promoting all that we have to offer - amazing sightseeing experiences, unique wildlife and outstanding history and heritage,” Mr Brumby said.
“China’s rapid growth and the modernisation of its economy have resulted in an emerging middle class with increased disposable income, making China one of the world's fastest growing international tourism markets. “Our aim is to capture the hearts and minds of Chinese visitors and show them the magnificent travel opportunities in Victoria.” The Tourism Forecasting Committee has projected that China will become Victoria's largest international visitor market by 2014, overtaking traditional source markets of New Zealand and the United Kingdom.
In 2009 Victoria received 163,000 visitors from China. Expenditure by Chinese visitors increased by 43.9 per cent to $528 million compared to the previous year. Tourism Victoria is currently undertaking research to help shape the new marketing campaign in China which will utilise a range of media in the rapidly expanding digital environment.
Mr Brumby said Melbourne's lifestyle, shopping and range of tourist experiences including the city's proximity to spectacular nature based attractions and unique experiences in regional and rural Victoria were key drivers for the Chinese market. “Sovereign Hill, Philip Island and the Great Ocean Road are the key must-see regional destinations for the Chinese and Yarra Valley and Mornington Peninsula are becoming increasingly popular as wine, golf and other niche experiences grow in popularity,” he said. “We are committed to building on our already strong reputation in the China market to attract even more tourists which will continue to drive the economic prosperity of our cities and regional areas.”
There are 11 direct air services to Melbourne from Beijing, Shanghai and Guangzhou with Air China, China Eastern and China Southern Airlines as well additional direct flights to Hong Kong by Qantas and Cathay Pacific.