Upcoming Events


Melbourne: ACBC Victoria Tourism Summit - Linking Victoria and China's Visitor Economies

26 February 2020

Melbourne CBD Location TBC



The ACBC Vic Tourism Summit will look at inbound and outbound tourism – Linking Victoria and China’s Visitor Economies

This Summit will see a range of topics covered through keynote presentations, case studies and panel discussions, to give a specialised, helpful and cohesive framework of understanding across one of the biggest growth areas in the Australia China bilateral relationship.


  • The Travel and Tourism industry is one of the largest industries in Australia, making a direct contribution of $49.7 billion to the GDP
  • China is the single largest source of international visitors and spend for both Australia and Victoria
  • Of the 8.8 million international visitors heading to Australia every year, 1.38 million are Chinese and nearly 700,000 of them come to Victoria

Across a variety of sectors, these figures equate to huge profit potential with a total Chinese tourist spend of $3.2 billion in Victoria alone. This figure is forecast to grow well into the future with China remaining the largest contributor of international spend growth to Victoria for the next decade, looking to reach $7.0 billion by 2030 with significant growth in free and independent travellers heading to regional areas.

Australian outbound tourism has also seen a boom in recent years with a 17% year on year increase of Australian tourists to China making China the 6th most popular tourist destination for Australians. Australia has climbed the ranks to become the 13th largest source of inbound tourism to China at over 700,000 people annually.

ACBC Vic welcomes you to join in this valuable half-day summit to give you the opportunity to learn and network with experts in their field so you can leverage the market and grow your business.

Speakers include:

  • Danny Pearson Parliamentary Secretary to the Premier, Parliament of Victoria
  • Justin Pan General Manager - Melbourne, China Southern Airlines
  • Felicia Mariani CEO, Victorian Tourism Industry Council (VTIC)
  • Sisi Wang Marketing Development Manager - Greater China, Japan and Korea, Visit Victoria
  • Sara Quon CEO, The Sovereign Hill Museums Association Limited
  • Ben Slack Director of International Business, Tennis Australia
  • Lindsay Goding Managing Director, Gao Group International
  • Tom Parker Head of China, Australian Football League
  • Nigel Blair Chairman, Nihao Global
  • Isabel Zhang Head of Cross-Cultural Insights, Bastion Insights


Topics covered in the summit include:

  • How Victorian businesses, retailers, service providers and associated industries can best capture and engage with inbound Chinese tourists
  • Changes in Chinese tourist demographic, including the rise of Free Independent travellers (FITS)
  • Regional opportunities and strategies
  • How tourism infrastructure can be improved to cater for an increasing number of tourists and benefits from the signed Belt and Road Initiative (BRI) framework
  • The significance of the outbound tourism market to China
  • How a robust inbound and outcome visitor economy can strengthen cultural and economic ties between Australia and China


Read the Australia China Business Council's Tourism Report: 'The China Tourism Economy: Reaching Australia's Potential'


Date: Wednesay 26 February

Time: 8:45am for 9:00am to 1:00am

Venue: Melbourne CBD Location TBC

Cost: $99 Members and $149 General Admission (includes morning tea & lunch) - Prices include GST and online booking fee

Enquiries: (03) 9027 5606 or acbc.vic@acbc.com.au