Check-in to China Program

Melbourne’s incredible China opportunity

China is Melbourne’s largest inbound tourism market. Now is the time to understand the China market and develop your China strategy. 

Check-in to China is an immersive experience, including a series of workshops [approximately 20-25 hours spread out over 3 months] in cultural understanding and professional development. It also includes a study trip to 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.

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 Check-in to China, contact Sharna Crosbie.

Find out more

As an example, in 2017, we offered these inclusions:   

  • A tailored introduction to China workshop
  • 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 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

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

Past participants have included: 

  • ACMI
  • Anchors Port Campbell
  • Arts Centre Melbourne
  • Grayline 
  • KO Tourism 
  • Lightning Ridge Opal Mines
  • Melbourne Convention & Exhibition Centre
  • Melbourne Museum 
  • Murray River Paddle Steamers
  • Peninsula Hot Springs
  • Private tour guides
  • Skybus 
  • The Australian Ballet
  • The Victorian State Government
  • Trees Adventure