THE Australian state of Victoria is promoting itself in a new China campaign titled "Open Up To More," including a redeveloped Chinese-language website, digital and print media and social media activities.
Victoria's premier, Ted Baillieu, unveiled the campaign in Shanghai last week.
Baillieu said Victoria's government plans to increase spending on Chinese tourism by 11 percent a year to 2020, generating more than US$2 billion in visitor expenditure and 41,700 jobs in Victoria.
Chinese visitation increased by 27 percent last year, the highest growth rate of any Australian state or territory, Baillieu said.
China's economic boom has led to an increasingly wealthy and internationalized economy, with more urban people with high disposable incomes and a desire for travel. By the end of 2012, China is expected to be the world's largest source of outbound travelers, overtaking Germany and the United States. By 2020, it is expected to generate more than 100 million outbound trips.
The redeveloped Chinese language website contains more than 500 pages, including information about more than 300 tourism destinations and products selected especially for the Chinese market. It also features 360-degree cameras in areas around the state, including Sovereign Hill, Southbank and the 12 Apostles.