Taking Victoria to Beijing

Every day from June through September, 600,000 potential Chinese visitors will be enticed to visit Melbourne and Victoria, thanks to a partnership between China’s largest travel company China Travel Services and Visit Victoria.

The marketing initiative is part of the Visit Victoria Industry Partnership Program (VVIPP), which is demonstrating a new collaborative approach to tourism.

The Every bit different campaign is featured in the one of the busiest areas in Beijing and close to a popular shopping area with a flagship China Travel Services outlet – so Chinese visitors can walk into the store to enquire or book a holiday.

China is Victoria’s top international market for total expenditure, with visitors spending $2.7 billion last year – and it is initiatives like this that are supporting further growth.