Victoria is set to amplify its global presence with a A$43 million investment (US$27.5 million) aimed at boosting international tourism marketing – driven by the belief that more visitors mean more jobs.
Premier Jacinta Allan joined Visit Victoria in Shanghai to officially launch the new Every Bit Different campaign, targeting China – Victoria’s largest international visitor market. The campaign will be rolled out across social media platforms, billboards, television, and broadcast partnerships, showcasing the state’s rich offerings in wildlife, nature, culture, dining, sport, and major events.
China’s strong affinity for Victoria’s home-grown tennis Grand Slam will be a focal point, alongside promotions of the state’s events calendar. Advertising efforts will also expand into other key international and domestic markets, supported by education and training programs for overseas travel agents to keep Victoria top of mind.
In the year ending March 2025, 411,000 Chinese travellers visited Victoria, contributing A$2.9 billion to the economy – a 23.3 per cent increase year-on-year. By 2029, that number is projected to reach nearly 800,000.
The campaign coincides with new flight routes to Melbourne from Shenzhen Airlines and Hong Kong Airlines, secured through the government’s industry partnerships programme. It also aligns with the broader China Strategy, which aims to position Victoria as the leading destination for Chinese visitors and students.
A multi-year marketing partnership has also been signed with Trip.com to further drive inbound travel from China.
Victoria’s A$40 billion visitor economy supports over 288,000 jobs, including 183,800 direct tourism roles – nearly three-quarters of which are in hospitality, accommodation, and retail. According to an independent KPMG report, every dollar invested in Visit Victoria marketing generates up to A$27 in visitor spending.
Allan, speaking at the China Strategy launch in Beijing, emphasised Victoria’s ambition to become the top destination for Chinese travellers: “We want one in every five international visitors to Victoria to come from China. With an investment like this, we’re putting Victoria on the global map – starting with China.”
She concluded: “Our goal is simple: more visitors, more jobs.”
