Tennis rackets, aromatic coffee beans and miniature tram replicas transformed a Beijing venue into a slice of Melbourne on June 11, as Tourism Victoria hosted a media showcase targeting Chinese travelers. The interactive event featured coffee perfume workshops simulating Melbourne’s famed laneway culture, alongside presentations highlighting the Australian state’s upcoming winter attractions. With China reclaiming its position as Victoria’s top international market – delivering 393,800 visitors contributing 12.577 billion yuan in 2024 – tourism officials unveiled strategic seasonal offerings to maintain momentum.
Winter Magic Down Under
“While Beijing swelters in July, our slopes await,” declared Zhang Xiaochen, Greater China Director of Tourism Victoria, promoting the state’s inverted seasons. Chinese tourists are being invited to carve fresh tracks at Hotham Alpine Resort’s powder snow, unwind in Mornington Peninsula’s thermal springs, and experience blockbuster exhibitions like LEGO® Star Wars and NGV Winter Masterpieces. The campaign leverages Victoria’s cultural assets, from Melbourne’s coffee obsession to its tram network – the world’s largest operational heritage system – positioning the state as both an adrenalin destination and cosmopolitan retreat.
Sustaining Tourism Recovery
The event underscored Victoria’s post-pandemic rebound, with Chinese visitor numbers nearing 60% of 2019 levels. Tourism Victoria anticipates stronger recovery through aviation capacity increases, including China Eastern’s resumed Melbourne-Shanghai flights. “Each Melbourne corner reveals new wonders,” noted Zhang, referencing the state’s “world in every step” branding strategy. Recent initiatives like streamlined visa processing and UnionPay compatibility aim to restore China’s pre-pandemic status as Victoria’s highest-spending market, with luxury shopping and education tourism remaining key draws alongside seasonal adventures.
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