Published underDestination Melbourne News
Identifying the importance of Melbourne’s Chinese visitors to the city’s visitor industry, Destination Melbourne has launched our inaugural Check-in to China program. A six-month program designed to improve the Melbourne visitor industry’s knowledge about the China market, Check-in to China incorporates workshops, language classes and more with a week-long study trip to China.
An estimated 531,500 Chinese overnight visitors came to Victoria during the year ending March 2016, representing a 28.1% increase over the previous year*. And while this growth can only result in positive outcomes for the Melbourne visitor industry, we must ensure our position as a preferred destination remains.
As a result, Check-in to China will offer a strictly limited number of participants the chance to learn more about the culture and history of China, and importantly, what Chinese visitors’ wants and needs are when travelling.
“Through the Check-in to China program, participants will learn about the pain points that Chinese visitors can experience in Melbourne,” Sharna Crosbie, Industry Development Manager at Destination Melbourne, says. “It will also teach participants what they can do to ensure their business is ready to welcome this important market.”
The centrepiece of Check-in to China is an eight day study trip to Shanghai, Nanjing and Beijing, which will offer the chance to observe how locals interact with each city’s tourism product. Participants will use the local public transport systems, experience cultural highlights of these cities and meet locals and ex-pats working in China.
The Check-in to China program is limited to 14 participants. Expressions of interest are being accepted until 15 July, with successful applicants notified by 21 July. The study trip will take place over 23-30 October.
For more details on the program, and to submit your expression of interest, visit the Check-in to China page on the Destination Melbourne website, or email Sharna Crosbie.
*Figures are estimates based on the International Visitor Survey, Tourism Research Australia, year ending March 2011 – March 2016