Victoria Launches $43 Million Tourism Push in China
A new $43 million tourism campaign was launched in Shanghai by Victorian Premier jacinta Allan, aiming to revitalize teh state’s visitor economy by attracting Chinese tourists. The campaign coincides with increased flight capacity to Melbourne, with Shenzhen Airlines adn Hong Kong Airlines planning additional direct routes.
The initiative comes as travel bookings from China surge. The Global Times reported a doubling of summer travel bookings compared to last year. Tourism already substantially contributes to Victoria’s economy, generating $21.7 billion and supporting over 200,000 jobs in the 2023-24 fiscal year, according to Victorian government figures. Visit Victoria CEO Brendan McClements anticipates the advertising campaign will have a “profound effect” on the state’s visitor numbers.
Beyond tourism, the trip focused on strengthening trade ties. Allan visited Dingdong Fresh, a Chinese online grocery distributor that gained prominence during the pandemic, and witnessed an agreement between Chinese manufacturer KN and Assemco, a Victorian-based assembler of trams, trains, and heavy vehicles, to supply components for Melbourne trams. Dingdong Fresh, with the support of Australian Trade Minister Don Farrell, will feature Victorian produce on its homepage as part of a “Direct from Victoria” promotion, reaching its approximately 2 million daily users.
Allan also reopened Vic House, a government-funded showroom in Shanghai used for business networking.
The premier’s first official visit to China as premier has drawn criticism from former premier Jeff Kennett, who questioned the inclusion of four backbench MPs representing electorates with large Chinese populations and Allan’s commitment to attracting more Chinese students despite current university enrolment caps set by the federal government. Allan dismissed the criticism as “some random social media posts from a former premier” and defended her delegation, which also included parliamentary secretary for trade Paul Hamer.
Hamer emphasized the importance of community connection, stating, “many of them have come from places like Beijing and Nanjing and Shanghai, and just seeing that their representative is in their city of birth and a city they know well and have done business with over many years, I think that just goes to build a stronger connection.”
