Victoria-China tourism ties help create deeper and more enduring connections between our people. Chinese visitation to Victoria creates lasting benefits, helping to showcase our economic and cultural strengths while inspiring new opportunities for joint business ventures.
China has long been Victoria’s most significant international tourism market. With a population of over 1.4 billion and a growing middle class, China’s demand for international travel is expected to rise more than any other country in coming years. Modern visitors are becoming more discerning, creating growing demand for personalised, flexible, and memorable travel experiences.
In 2024, Chinese visitors spent more in Victoria than visitors from the next six countries combined. By 2029, it is expected that one in every five international overnight visitors to Victoria will be from China, or around 800,000 each year.
It is a demand that has also been recognised by the Commonwealth Government, including through the signings of a Memorandum of Understanding in 2025 with the Chinese Government on tourism cooperation, and between Tourism Australia and Trip.com to promote Australia as a premier tourist destination for Chinese travellers. Through Visit Victoria and our international network, we are committed to expanding this already significant relationship, building on the Experience Victoria 2033 strategy and its long-term vision to cement Victoria as a world leading visitor destination by 2033.
Our well-established air connections with China make it easy to visit friends and family, do business, study at our world class educational institutions, or explore all Victoria has to offer. Seat capacity on direct routes to and from China reached historic heights in 2024 and is set to increase even further. 40 per cent of all flights between Australia and China fly into Melbourne Airport, connecting Victoria directly to nine Chinese cities via 54 weekly flights with nine of China’s largest airlines. In addition to established connections to cities such as Shanghai, Beijing, and Guangzhou, passenger demand for Victoria as a visitor destination is increasing across China, including from Nanjing, Chengdu, and Hangzhou.
The compact diversity of Victoria’s experiences is a key part of our State’s globally recognisable brand. Victoria is a modern, vibrant, multicultural State that is recognised by Chinese visitors for its unique cultural attractions and creative experiences. Across the State, our world class restaurants, natural wonders, wildlife, wineries and produce have long been a drawcard for Chinese visitors, while Melbourne remains Australia’s sporting, cultural, and major events capital. With the Nyaal Banyul Convention and Event Centre in Geelong set to open in 2026 (and serviced by nearby Avalon Airport), regional Victoria is also well placed to support the flow of business events to our State.
Victoria is a hub for business events. The Melbourne Convention Bureau and Visit Victoria, working with partners like Tourism Australia, drive visitation and boost regional economies. Business events serve as a significant channel for attracting Chinese visitors who contribute to regional economic development, knowledge exchange, and long- term investment. Victoria can significantly grow its share of business events and deliver meaningful economic benefits across both metropolitan Melbourne and regionally.
The Victorian Government will continue promoting Victoria’s brand in China to keep raising awareness of our world class tourism offering in a competitive global environment.
By 2029, it is expected that 800k international overnight visitors to Victoria will be from China.
40% of flights between Australia and China fly into Melbourne Airport.
Case Studies
Melbourne Airport
Melbourne Airport is accelerating Victoria’s aviation growth while deepening China connections that drive tourism, trade and investment. In 2025, seat capacity on China routes surged 15 per cent year-on-year, surpassing pre-pandemic levels.
Working in partnership with the Victorian Government, Melbourne Airport has delivered expanded services, including China Eastern’s increase to 10 flights weekly and a new Nanjing route, China Southern’s expansion to double daily services during high season, and Sichuan Airlines’ increase to daily services in high season.
Melbourne Airport’s revitalised WeChat mini- program and targeted trade campaigns have elevated Melbourne’s profile across key Chinese markets. These initiatives directly support Victoria’s ambition to become a world-leading visitor destination by 2033.
Melbourne Convention Bureau
The Melbourne Convention Bureau (MCB) works to position Melbourne as a premier destination for international business events, including conferences, meetings, exhibitions, and incentive programs.
MCB is actively engaged with China through several strategic initiatives aimed at strengthening relationships and growing its presence in the region.
MCB’s Regional Director based in Shanghai, is specifically focused on servicing the China business events market, ensuring a proactive and immediate connection with key clients and allowing MCB to stay closely attuned to the needs and developments in the market.
Through MCB’s China focused strategies and activities, Victoria is well positioned to significantly grow its share of Chinese business events and deliver meaningful economic benefits across both metropolitan Melbourne and regionally.
Goals and actions
Goal 1 | Goal 2 | Goal 3 |
Victoria is a premier leisure tourism destination for visitors from China who want to experience our sport, culture, and events | Victoria unlocks new opportunities in China for meetings, incentives, conferences, and exhibitions | Victorian regions are supported to attract more Chinese visitors with high quality experiences, accommodation, |
Action 1 | Action 2 | Action 3 | Action 4 |
Deepen government-to-government engagement for joint tourism promotion | Support destination marketing and industry partnerships to increase awareness of Victoria as a premium visitor destination | Encourage greater dispersal of Chinese visitors across Victoria | Facilitate further air connectivity with China and enhance ‘gateway services’ at Melbourne Airport in collaboration with the Commonwealth |
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