Media Release

18 August 2016

Destination Melbourne launches Check-in to China

Destination Melbourne, the city’s independent tourism organisation, is excited to launch the inaugural Check-in to China cultural study program for the Melbourne tourism industry.

Delivered with the assistance of Exclusive Airline Partner, Xiamen Air, Check-in to China is designed to deepen the tourism industry’s knowledge of the growing Chinese visitor market.

This comprehensive program involves specific language classes provided by the Confucius Institute, pre-tour market briefings by GAO Group, a 10 day intense expedition trip to China in late October plus a post tour briefing and one to one mentoring.

As of year ending March 2016 Chinese visitation to Victoria was valued at $2.26 billion, with an estimated 531,500 Chinese visitors spending 13.3 million visitor nights in Melbourne and regional Victoria, which is a 28% increase on the prior year.

“As China is our number one international market from both visitor numbers and expenditure, it is imperative that our industry is providing the best possible visitor experience,” said Destination Melbourne Chief Executive, Laura Cavallo.

“The practical lessons that 13 participants will learn through the Check-in to China program will equip them to improve their product for Chinese visitors.” Laura Cavallo, Chief Executive Destination Melbourne

Destination Melbourne is presenting Check-in to China in partnership with Xiamen Air, one of the latest airlines to service Melbourne direct from mainland China. One element of this partnership is a ten-day, four-city tour of China, where participants will visit the cities of Xiamen, Beijing, Nanjing and Shanghai.

Flying with Xiamen Air, the purpose of this study trip is to allow participants to walk in the shoes of Chinese visitors and gain an understanding of Chinese traveller wants and needs.

Check In To China Group Photo

Destination Melbourne and Xiamen Air would like to congratulate the following successful participants:

  • Brooke Doughty, Melbourne Convention Exhibition Centre
  • Craig Burgess, Murray River Paddle Steamers
  • Glenn Watson, Melbourne Museum
  • Jonas Le Souef, Lightning Ridge Opal Mines
  • Karen Oliver, KO Tourism
  • Lisa Oatham, Skybus
  • Matthew Graydon, Peninsula Hot Springs
  • Paula Greene, Melbourne Museum
  • Scott Hugo, Grayline
  • Simon Greenland, The Private Tour Guide
  • Tanya White, Anchors Port Campbell