Visit Victoria Launches China Campaign: Melbourne, a place that is uniquely special in its own way. UTour’s Provides In-depth Products Service for Tourists to Visit Melbourne.

Recently, Visit Victoria of Australia joined hands with the Chinese new generation actor Li Xian to launch the Chinese campaign “Melbourne, a place that is uniquely special in its own way” to mark the new phase of the Australian State’s marketing strategy in China. The campaign launch focuses on a range of Victorian tourism products and experiences, bringing together diverse features, such as culture, food, wine, festivals, fashion, and nature to present the unique travel experience in Melbourne.

Visit Victoria pays close attention to the trend of China’s outbound tourism market. With the rapid development of China’s outbound tourism market, Chinese tourists are no longer satisfied with the conventional single travel mode, and traveling with more personalized experiences has become a new trend. Visit Victoria is committed to positioning independent elite travelers from China, promoting customized personalized travel experience products, and continuously strengthening extensive and in-depth cooperation with online travel service providers by using multimedia channels to reach the target population in all aspects. This brings Victoria’s rich and colorful tourism resources to Chinese consumers in a more comprehensive and vivid way and invites more Chinese tourists to experience a different Melbourne in their favorite way of travel.

Related data of UTour, a partner of Visit Victoria and a leading outbound integrated service operator, shows that Chinese tourists’ willingness to travel to Melbourne has continued to rise and deepen in recent years. Zhou Fei, the Product Manager of UTour Australia, said that the overall size of visitors traveling to Melbourne has grown significantly. The proportion of self-driving and independent travelers are also on the rise. In-depth experience products, such as Melbourne Horse Racing Festival, are especially popular among younger guests. This is in line with the emphasis of the new campaign in the Chinese market launched by Visit Victoria. It is believed that with the launch of a series of new marketing campaigns and spokespersons, Melbourne’s unique charm will be more popular among Chinese tourists.

For the campaign launch event, Victorian Governor Daniel Andrew said that this is Victoria’s first dedicated China campaign in the past six years, and we want to show visitors from China what makes Melbourne the world’s most livable city for seven consecutive years.

Victorian Minister for Tourism and Major Events John Eren said that the campaign will work to strengthen links with Chinese communities in Victoria and overseas. We’re very proud of our strong links with China and the growing number of visitors to our vibrant Victorian Chinese community.

Speaking at the launch event, Visit Victoria Chief Executive Officer Peter Bingaman said that Visit Victoria’s exciting new campaign will showcase some of the diverse and engaging experiences on offer and is designed to continue to win the hearts and minds of Chinese travelers. It has been developed to promote Melbourne by appealing to a new generation of travelers with Melbourne’s distinctive and inspirational characteristics as a sought-after destination. The campaign highlights the wonderful offerings that have made Melbourne the world’s most livable city for seven years in a row and will ensure we continue to welcome more visitors than ever before. China is currently Victoria’s largest international source market for visitors, visitor nights and expenditure has topped the chart as the biggest traveler segment in the world. Visit Victoria has the ambition to make Melbourne stand out as a must-visit travel destination within Australia.

According to the latest official visitor data from Visit Victoria, as of September 2017, Victoria has received more than 598,200 visitors from China, with an increase of 5.7% YoY, and consumer expenditure increased by 17.1%. The level of Chinese tourists’ consumption accounts for 34.9% of the total travel expenses of international tourists in Victoria, ranking first among international visitors to Victoria, and China is Victoria’s largest source of international tourists. The Chinese market still has huge potential for development in the future. The number Chinese tourists visiting Victoria in 2020 are expected to climb to 900,000.

With the launch and gradual deepening of the campaign in China, Visit Victoria will continue to conduct multi-channel promotion in the Chinese market through traditional outdoor media, online video platforms, one-stop customized travel strategy platforms and online social media platforms, cooperate with the Chinese tourism industry, develop experiential travel routes and products with the theme of self-driving tour, wine and food, festivals and competition, culture and art together with online and offline travel service providers, and gradually shift the promotion focus to the travel customization products that satisfy the elite travelers.

Mr. Zhang Xiaochen, Director of Greater China Region said that we are delighted to appoint Mr. Li Xian as the campaign ambassador for Visit Victoria in China. His unique, inquisitive and energetic character matches perfectly with Victoria’s diverse qualities. We believe this partnership with Mr. Li Xian will build a greater understanding of Melbourne and Victoria for our travelers. Our goal is to attract more Chinese visitors to consider Melbourne as their first choice when traveling abroad.

This new advertising video showcases Melbourne’s unique city charms complemented by spectacular natural regional landscapes. It begins in the heart of Melbourne at Federation Square, with Li Xian walking through the iconic Flinders Street Station; strolling along Hosier Lane to view ever-changing street art; meeting Australia’s adorable animals in the wildlife park; flying over the spectacular Twelve Apostles by helicopter; and enjoying the view from a hot-air balloon over the fields, lakes and grapevines of the Yarra Valley. The visuals clearly show that Melbourne is indeed Australia’s most beautiful, romantic, diverse and friendly city.

Li Xian said that I am honored to be the campaign ambassador for Visit Victoria. During the video shoot, I was so impressed by Melbourne with many beautiful views and memorable moments. I look forward to sharing my wonderful travels with Chinese travelers, so they can create their own memorable experience in Melbourne, in their own unique way.