Check-in to China Program

Melbourne’s incredible Greater China opportunity

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Our second annual Check-in to China program has concluded for 2017, coinciding with Tourism Australia’s China-Australia Year of Tourism. China is undeniably Melbourne’s most important inbound tourism market. 

Check-in to China is a 6-month immersive experience, in cultural understanding, language classes and professional development. It includes an 10-day study trip to Greater China, allowing participants the opportunity to gain the most up-to-date insights into the Chinese tourism market.

In the year ending December 2016,  China market growth increased by 16.1%, to reach 569,000 visitors. Chinese visitor expenditure increased by 8.3% to reach $2.4 billion, and overwhelmingly China’s share of expenditure to Victoria,  is more than the next six markets combined.

So where are these visitors going when they come to Melbourne? What are they doing, what do they like and how can your business be ready to welcome them?  We found out this and more, in our first Check-in to China program, in 2016, and expanded on those learnings, and garnered new insights in our 2017 program.


Now is the time to understand the China market and develop your China strategy. 

In 2017, our Check-in to China program was once again facilitated by Lindsay Goding of GAO Group International, who provided informative workshops, escorted the group on an 10 day study trip to Greater China as well as conducted one to one tailored mentoring and expert advice to all participants.

We offered these program inclusions in 2017.   

  • An 11 day/10 night study tour of Greater China, visiting Xiamen, Hong Kong, Shanghai and Beijing
  • Ten hours of Chinese Language classes – provided by our Official Language Partner, Confucius Institute (University of Melbourne)
  • A Chinese name and business card translation
  • A tailored introduction to China workshop
  • A full day interactive workshop and site visits in Melbourne
  • A two-hour one-to-one business mentoring ‘next steps’ session post tour
  • China market development assistance and advice such as setting up Union Pay, creating QR codes or developing marketing and media connections
  • Check-in to China e-newsletter providing China trends and updates – 3 x editions.

Participation Fee in 2017: AUD$6980 per person including GST

Full 2017 prospectus and itinerary here

Full 2017 terms and condition are here

Applications for 2017 have now closed. Stay tuned for details of future programs.

Check-in to China with Destination Melbourne!

A glimpse of the adventure that our 2016 participants had in China. Could this be you in a future Check-in to China program?

Here's what past participants had to say

“The insight into Chinese culture was certainly important. I have a greater understanding and respect for China and the people after the trip, which I constantly use in my business. The opportunities are enormous.”

“It was so amazing. The jam-packed itinerary was incredible. I would recommend the trip to anyone in the industry, and would definitely do it again.”

Jonas Le Souef - Lightning Ridge Opal Mines

“All the speakers provided us with useful information from their respective points of view, and shared with us their vast knowledge of the travel and tourism industry in great detail. I personally found them all to be beneficial.”

Lisa Oatham - Business Development Executive for Skybus

Why participate in Check-in to China?

  • Gain the most up-to-date insights into the Chinese tourism market, undertake hands-on cultural awareness and market development programs and gain an appreciation for the Chinese language through a tailored language program
  • Take a first-hand practical trip to China to understand the modern Chinese visitors - their motivations, culture, behaviours and travel requirements 
  • Walk in the shoes of the Chinese visitors to understand their pain points in Melbourne and their expectations
  • Work with industry experts to develop a road map for your business to further develop opportunities in the China market.

Get involved

If you would like to know more about future Check-in to China programs, contact Sharna Crosbie.

Grants to assist your application

If you are based in regional Victoria, these grant opportunities may be suitable to help you participate in Check-in to China.

Regional Development Victoria's Market Access Program: These grants are targeted at projects which may include educational activity and exploration of accessing new markets. 

Check-in to China is an educational program, designed to help you access new markets.

Regional Development Victoria's Capacity Building Program: These grants are targeted at strengthening local people’s capacity to make a difference in their communities. It will do this by increasing participation and diversity in priority projects, processes and planning that address local challenges. 

Check-in to China is designed to help you build capacity within your business and by extension, your local community, to attract and meet the needs of more visitors from China.  This could help boost the local tourism economy.

Thanks to our 2017 Partners