Victoria has launched its biggest international tourism marketing drive yet, with a $43 million investment targeting China, the state’s largest overseas visitor market.
Premier Jacinta Allan joined Visit Victoria in Shanghai to launch the expansion of the “Every Bit Different” campaign, pressing the button on a blitz that will roll out across social media, billboards, television, sponsorships and broadcast partnerships.
The campaign showcases Victoria’s wildlife, culture, dining, sport and events, including the Australian Open, which remains one of China’s most popular international sporting spectacles. It is designed to boost awareness in a market that already contributes heavily to the state’s economy, with 411,000 Chinese travellers spending $2.9 billion in the year to March 2025, a 23.3 per cent increase on the previous year. Forecasts suggest nearly 800,000 Chinese visitors could be arriving annually by 2029.
The push comes ahead of new direct flights from Shenzhen Airlines and Hong Kong Airlines, secured through the Government’s Industry Partnerships Program. It forms part of Victoria’s China Strategy, which aims to make the state the number one destination for Chinese people to visit and study.
Alongside the advertising campaign, a new multi-year deal with Trip.com, one of the world’s largest online travel agencies, will further promote Victoria to Chinese audiences. Education and training programs for overseas travel agents will also be expanded to keep the state at the top of mind when visitors make their plans.
Premier Allan said the scale of the investment reflected the importance of China to Victoria’s visitor economy. “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.”
Tourism, Sport and Major Events Minister Steve Dimopoulos said the campaign would highlight the state’s strengths across entertainment and hospitality. “We’re the major events capital, the sporting capital, the live music capital and the culinary capital of Australia and we’re showcasing the best of Victoria to a massive audience in China,” he said.
Visit Victoria chief executive Brendan McClements said the impact would be felt across the state. “This investment will have a profound impact on our visitor economy, because destination marketing builds awareness and creates demand for our hotels, restaurants and small businesses across Victoria.”
Victoria’s visitor economy is currently valued at $40 billion and supports more than 288,000 workers, including 183,800 in tourism jobs. An independent KPMG report found every dollar invested in Visit Victoria marketing generates up to $27 in visitor spending.
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