Check-in to China Program

Melbourne’s great China opportunity

Destination Melbourne is pleased to announce our Check-in to China program will return in 2017, coinciding with Tourism Australia’s China-Australia Year of Tourism

China is undeniably Melbourne’s most important inbound tourism market. In the year ending December 2015, Chinese expenditure grew by 59.2 per cent to $2.2 billion, in the process exceeding the Government’s long term 2020 target of $2.0 billion, while visitor numbers increased by 25.5 per cent year-on-year to 490,000. 

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 we're ready to expand on those learning and garner new insights in 2017.


Now is the time to understand the China market and develop your China strategy. In 2017, our Check-in to China program will be once again facilitated by Lindsay Goding of GAO Group International who will provide informative workshops, escort the group on a 10 day study trip to China as well as conduct one to one tailored mentoring and expert advice to all participants.

Bookings are not yet open for 2017, but we are very pleased to be able to confirm that we will offer this exciting program again this year.  We will keep you in the loop with all the details as they come to hand, and welcome your expressions of interest, or questions at any time. +  The program will run from July–December 2017 +  Exclusive to only fifteen participants +  6-month program including 10-day study trip to China +  Tailored tourism Chinese language classes provided by Unioversity of Melbourne Confucius Institute +  Introductions to experts in China in digital, tourism, education, retail and hospitality +  Full pricing details TBA.


In 2016, we took the opportunity to trade in the China guide books for a pair of chopsticks, our suitcases and WeChat accounts as we checked-in to a six month practical China development program – Check-in to China

Have a read below to learn more about what we did.

What was involved in the first Check in to China program?

See what the 2016 program covered: DOWNLOAD PROGRAM


  • 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.


  • Flexible Chinese Language classes 
  • Chinese name and business card translation for each participant
  • Tailored Introduction to China workshop covering; China IntroductionChina Tourism Sector, and China Business Ready
  • Multi-day guided tour in China
  • Visa invitation letter to assist with your visa application
  • Interactive workshop/site visits in Melbourne
  • Business mentoring ‘next steps’ session post tour
  • China market development assistance and advice
  • Check-in to China e-newsletter

*subject to change in 2017

Get involved

If you would like to know more about the program, or applying in 2017, contact Sharna Crosbie

Our video from the inaugural Check in to China program in 2016

Partnership Opportunities

Interested in partnering with us on Check-in to China in 2017? 

Contact Tina Seirlis and join these 2017 partners