The state government has launched a $43 million international tourism campaign during Premier Jacinta Allan’s visit to Victoria’s biggest trading partner.
In Shanghai on September 17, Ms Allan joined Visit Victoria to announce the new investment and officially press the button to launch the ‘Every Bit Different’ campaign in the target market of China.
The campaign will appear across social media platforms and billboards across China, which is the state’s biggest international visitor market, and highlight Victoria’s wildlife, nature, culture, dining, sport and events.
It will also promote Victoria’s world-class major events calendar, including the Australian Open.
Additional ads will roll out across TV, plus broadcast partnerships and sponsorships.
Advertising in other key international and domestic markets will also increase as part of the push.
Education and training programs will also be offered to overseas travel agents, to keep Victoria front of mind.
China is Victoria’s largest international visitor market, with 411,000 travellers spending a total of $2.9 billion in the year ending March 2025 – up 23.3 per cent year-on-year.
By 2029, visitors from China to Victoria are forecast to reach almost 800,000.
The campaign launch comes ahead of new flights to Melbourne from Shenzhen Airlines and Hong Kong Airlines – which was secured through the government’s Industry Partnerships Program.
Alongside the campaign a multi-year marketing deal has been struck with one of the world’s largest on-line travel agents, Trip.com , to work together to help drive more visitors from China.
Ms Allan said the investment will help plaster Victoria across the planet.
“With an investment like this, we can plaster Victoria around the world – starting in China,” she said.
“We want Victoria to be the number one destination of choice for Chinese people to visit and study.
“More visitors means more jobs. It’s that simple.”
