Tourism campaign shows CBD

By Lina Le

Federation Square and the National Gallery of Victoria are among the highlights featured in Victoria’s latest promotional campaign video, which aims to attract Chinese tourists.

In the video, famous Chinese star, actor Li Xian, is seen stepping into the iconic Federation Square and looking amazed at the Ian Potter Centre.

The video also features the City Circle Tram, Hosier Lane and a beautiful river scene from Southbank.

The video continues to take viewers to the 12 Apostles and the Yarra Valley, showcasing natural landscapes and major tourism hotspots.

The Chinese tourism campaign, the first in six years, was launched in Shanghai on March 12.

It targets Chinese cities such as Beijing, Shanghai, Shenzhen and Guangzhou, from which Chinese tourists can easily travel to Melbourne via direct flights.

In the 12 months to September 2017, there were almost 600,000 Chinese tourists, who spent $2.7 billion visiting Victoria, making China the largest tourism market for the state.

The state government believes the campaign will attract more Chinese visitors.