SHANGHAI - Victoria will launch a 10-Year China Tourism Plan including an $8 million marketing campaign as part of its tourism strategy for China, according to Victoria Premier Ted Baillieu.

Ted Baillieu, Premier of Victoria, outlines the 10-Year China Tourism Plan to members of the Chinese travel and tourism community in Shanghai Friday. [Photo/chinadaily.com.cn]

The plan, which was outlined by Baillieu to members of the Chinese travel and tourism community in Shanghai on Friday, includes initiatives related to market positioning, airline connections, investment, improving the Chinese visitor experience and building on Victoria's strong education, migration and business links with China, Baillieu said.

Baillieu made his first visit to China on September 22 after he was sworn in as the 46th Premier of Victoria on December 3, 2010, and talked with Shanghai government officials on Friday. His visit will continue to Jiangsu province and Beijing to discuss the tourism development with local government officials.

”The visit aims to reinforce Victoria's commitment to China and improve relations with local governments,'' he said.

China is Victoria's fastest growing tourist market with more than a quarter of a million Chinese tourists expected to visit this year, he said, adding that Victoria is launching a new strategy to take this growth to a new level.

”A key goal of the plan is to increase overnight visitors to over half a million by 2020. This will mean more jobs, more investment, and a significant economic boost to Victoria,'' he said.

Victoria insiders said Chinese overnight visitors had the highest expenditure of all international visitors to Victoria in the year ending June 2011, with expenditure growing 29.3 percent year-to-year to $776 million.

With 235,800 Chinese overnight visitors to Victoria for the year ending June 2011, China is currently the state's second largest international source market. It is on track to overtake New Zealand and become Victoria's largest visitor market by the end of 2011.

As a destination, Victoria will offer unrivaled opportunities to be part of some of the world's top sporting and cultural events, letting visitors experience the wonders of Victoria's famous beaches and national parks, insiders said.

Baillieu said the plan's recommendations have been devised through extensive industry consultation as well as an in-depth research and analysis phase.

”The research will look not just at the opportunities on the demand side, but investigate what the tourism industry in Victoria needs to do to more successfully adapt our product and service to cater to the needs of this market,'' he said.

Baillieu said Victoria will launch an exciting new marketing initiative in China commencing next year that will take Victoria's tourism promotions to a new level.

”This will build on Victoria a latest innovative trade and consumer marketing campaign, which aims to extend says of Chinese tourists and positions Victoria as a quality tourist destination,“ he said.

Insiders said tourism is one of several key areas that demonstrate Victoria's extensive bilateral relationship with China -- Victoria's largest trading partner.

There are now 25 weekly air services between China and Victoria and excellent partnerships with China Southern Airlines, China Eastern Airlines and Air China.

China Eastern Airlines and China Southern Airlines have both announced plans to increase direct flights to Melbourne and Jetstar has announced the introduction of daily services to Beijing.

Baillieu said Victoria will welcome the first of China Southern Airlines' ”double daily” flights from Guangzhou in Guangdong province to Melbourne on October 30.

Melbourne is determined to be the gateway to Australia for Chinese visitors and the Australian hub for Chinese carriers -- particularly with its curfew-free operations, strong domestic network connections and lower aeronautical costs, he said.

The Premier said Victoria will open a new tourism office in Guangzhou to extend the reach of the travel industry to a range of second-tier cities.

Meanwhile, Victoria will set up a new State of Victoria representative office in Beijing to give Victoria a greater presence in the epicenter of commerce in China, he said.