The resurgence of travel enthusiasm is becoming increasingly apparent as fears surrounding the virus diminish. A recent report from the Global Times indicated that travel agents have seen a significant uptick in bookings for this summer, doubling figures from the previous year. This resurgence is particularly vital for regions like Victoria, where tourism is a critical economic driver. According to government figures, the tourism sector contributed a staggering $21.7 billion to the state’s economy in 2023-24, underscoring its importance in supporting over 200,000 jobs. The local government, recognizing this trend, has initiated a robust advertising campaign designed to attract international travelers, particularly from China.
As part of this campaign, more direct flights from Shenzhen Airlines and Hong Kong Airlines to Melbourne have been introduced, enhancing accessibility for Chinese tourists. At the launch of the Visit Victoria campaign in Shanghai, Premier Allan highlighted the potential impact of the initiative on the state’s visitor economy. Allan’s busy day included visits to various local enterprises, showcasing Victoria’s resilience and adaptability during the pandemic. In a notable partnership, Australian Trade Minister Don Farrell endorsed Dingdong Fresh, a Chinese start-up that distributes groceries digitally, to promote Victorian products through its platform, reaching an audience of approximately two million users daily.
Additionally, an agreement was signed between Dingdong Fresh and the Chinese manufacturer KN for supplying more components for Melbourne’s trams. This collaboration not only showcases Victoria’s focus on innovation but also strengthens ties with the Chinese manufacturing sector. The agreement was formally recognized in the presence of a Victorian manufacturing delegation, emphasizing the importance of international partnerships in boosting local economies. The significance of these developments highlights Victoria’s intent to establish a presence and foster relationships in China.
Allan also reopened Vic House, a government-funded showroom in Shanghai that serves as a hub for business and networking events. However, her trip, hailed as the premier’s first significant outreach to China, faced criticism from former Premier Jeff Kennett. He questioned the inclusion of several backbench MPs with electorates housing substantial Chinese communities and Allan’s commitment to increasing Chinese student enrollments while current universities grapple with enrollment caps set by the federal government.
In response to the criticisms, Allan dismissed them as insignificant, attributing them to unwarranted online commentary. She defended the composition of her delegation, which included parliamentary secretary for trade Paul Hamer. Hamer emphasizes the importance of community connection, noting that many in his electorate have ties to China. This connection, he argues, helps forge stronger relationships between Victoria and its Chinese constituents, enhancing mutual understanding and cooperation.
As the state of Victoria strategizes and implements measures to attract international travelers and bolster its economy, the focus is on enhancing connections and opportunities for growth. The emphasis on partnerships with Chinese businesses, coupled with effective promotional campaigns and direct flight enhancements, serves to position Victoria favorably in the competitive international tourism landscape. The developments signify a hopeful outlook for the tourism sector as regions recover from pandemic-induced challenges.
