China is undeniably Melbourne’s most important inbound tourism market, with more than half a million Chinese guests visiting the world’s most liveable city every year.
In order to prepare the tourism industry for the long-term growth opportunities, and ensure Melbourne provides the highest level of service and experience to this important market, GAO was engaged by Destination Melbourne to develop an intensive China development program.
In 2016, GAO designed and delivered the inaugural China training and industry development program ‘Checkin to China’. Over the past two years, 22 tourism industry representatives have undertaken the tailored six-month program, gaining first-hand insights into the China market.
The program included Chinese language classes, hands-on cultural awareness and market development programs and one-on-one mentoring. Culminating in a ten-day study trip to China, participants traded in their guide books and research reports for a pair of chopsticks and a WeChat account, providing a unique opportunity to walk in the shoes of the Chinese tourist.