Melbourne is about to get busier, and that’s good news. From December, Hong Kong Airlines will operate three direct flights per week into the city, opening up 93,600 new seats each year and unlocking fresh links to Asia and North America.
The announcement, made by Minister for Economic Growth and Jobs Danny Pearson, is the latest push by the Victorian Government to drive visitor numbers and create more jobs tied to tourism and trade. It’s backed by a deal between Melbourne Airport and Hong Kong Airlines, supported through the Labor Government’s $7 million Visit Victoria Industry Partnerships Program, which pairs public and private investment.
“These flights mean more tourists and more jobs—for tour operators, for hotel staff, for hospitality workers,” Pearson said. “They also mean more freight capacity for our exporters.”
The numbers behind the move tell the story. In the year ending March 2025, 88,000 visitors from Hong Kong injected $241 million into Victoria’s economy. By 2029, that figure is expected to climb to 148,300 visitors, a 67 per cent increase. The added benefit is access. Hong Kong Airlines offers connections to over 30 cities across Asia and North America, including Tokyo and Vancouver, giving travellers more incentive to stop over or stay longer in Melbourne.
The deal comes on the heels of Melbourne Airport’s busiest international year to date, with 11.9 million overseas passengers recorded in 2024–25, up 8.3 per cent on the previous year. This growth reinforces the value of competition and variety in carriers, said Melbourne Airport CEO Lorie Argus.
“We’re excited to welcome Hong Kong Airlines to Melbourne,” Argus said. “More options mean more choice for travellers and stronger outcomes for the state.”
The new route also strengthens business ties. Hong Kong Airlines President Jeff Sun Jianfeng pointed out the dual benefit: “This service caters to both business and leisure travellers, deepening trade, cultural and tourism links between our cities.”
Tourism is already pulling its weight in Victoria’s economy. According to the latest figures from Tourism Research Australia, the state’s visitor economy has surged to $40 billion, supporting 288,800 jobs, including 183,800 direct tourism positions. Nearly three quarters of those jobs are in hospitality, retail, or accommodation—industries that benefit directly from more flights and more visitors.
Acting Minister for Tourism, Sport and Major Events Gayle Tierney credited the state’s consistent line-up of headline attractions with drawing people in.
“Whether it’s the Grand Prix, the AFL Grand Final, the Boxing Day Test, or RISING festival, Victoria is in demand,” she said. “These flights will help bring even more people here to experience it.”
June 2025 was a case in point. Melbourne hotels recorded their busiest June ever, logging 870,755 room nights—a new high, boosted by events like French Impressionism at NGV and LEGO® Star Wars: The Exhibition.
The arrival of Hong Kong Airlines feeds into a broader marketing campaign led by Visit Victoria, which has been pitching the state globally under the banner ‘Every bit different’.
Visit Victoria’s Chief Marketing Officer Shae Keenan sees the new flight deal as another tool in that effort. “It’s a big coup,” she said. “It helps us attract even more international visitors.”
While the focus is on tourism, there’s no ignoring the benefits for trade. Air freight capacity is a key issue for exporters of Victorian produce and products, and more flights out of Melbourne offer new options into fast-moving markets like Hong Kong.
The partnership with Hong Kong Airlines adds to a growing list of agreements secured under the state’s tourism investment program, joining names like Accor and Alpine Resorts Victoria. It’s a pattern of deals that speak to a broader strategy: get more people flying in, give them something worth staying for, and make sure local workers benefit from the spend.
For Victoria, it’s working. More planes, more visitors, more jobs. And soon, one more airline landing on the tarmac.
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