DESTINATION MELBOURNE

China Training Program and Exploratory Mission

China is Melbourne’s most important inbound tourism market, with more than half a million Chinese guests visiting the world’s ‘most liveable city’ each year.

In 2016, GAO designed and delivered the inaugural China industry development program on behalf of Destination Melbourne, coined ‘Check-in to China’ – providing cultural understanding and professional development training to ensure select Victorian tourism operators fully understand the complexities of the Greater China market.

For the past 2 years, GAO has now facilitated the immersive 6 month industry training program for more than 20 of Victoria’s future tourism leaders via:

  • Cultural awareness training 
  • One-on-one mentoring, working to develop China strategies around product/services and identify marketing opportunities
  • A ten-day study trip to China, with participants trading their guide books and research reports for chopsticks and a WeChat account
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GAO has been instrumental in helping a wide range of businesses understand the vital importance of growing relationships with China and prepare for long-term growth opportunities to access and expand into this market

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