Tapping into the growing China travel market, Victoria’s Premier Ted Baillieu has released plans to spend $8 million in advertising to boost annual growth from the country by up to 11 percent.
As part of a ten year tourism plan, the campaign will kick off mid-way through 2012 and will focus on the state’s major sporting event, culture as well as food and wine to increase the number of China-based arrivals from the current seven percent growth per year, The Australian reported.
Aiming to reach up to 500,000 Chinese travellers with the new campaign, Mr Baillieu added that promoting the state’s greatest sporting event, Australian Open tennis tournament competition trophies will tour China.
“The Australian Open is one of Victoria’s great sporting events that captures the attention of the world and brings us closer together as we celebrate the heroic achievements of tennis athletes from around the world in Victoria," Mr Baillieu noted.
The Premier highlighted that overall the state is aiming to increase the number of jobs and investment in the industry by boosting overnight visitors to over half a million before the end of the decade.