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Direction Four - Deepening Educational, Agricultural and Tourism exchanges and cooperation

Direction Four - Deepening Educational, Agricultural and Tourism exchanges and cooperation


China’s growing middle class population and rising incomes are driving changes in diets which are now including more dairy, meat and other high value goods including wine and processed foods). This presents producers of premium food and fibre in the Great South Coast with a strong opportunity for Growth in Chinese Tourism and Spending per capita compared to other tourism markets.

China surpassed New Zealand as our largest source market for inbound tourists in 2018.
Chinese tourists are the number one outbound tourism market since 2012, with 145 million overseas trips taken in 2017 and they have been the number one spender on overseas travel since 2012. Key drivers for this are a growing middle class in China, improved connectivity, relaxed visa restrictions and a more open-minded younger generation.
in 2017, there was 990,105 international visitors to the Great Ocean Road, with that number expected to rise to over 2 million day trippers by 2026/27.


4. To support the building of Chinese business capability and capacity in Warrnambool and surrounding region to support Chinese demand and maximise mutual gains across agricultural, tourism and educational sectors.


  • Explore business incubation and business support models to reduce export activity risks while building knowledge, capability and stronger economic outcomes for our region.
  • Create industry development initiatives (workshops\mentoring) that upskill the region to capitalise on the inbound Chinese tourists to our region.
  • Provide an annual official ceremonial welcoming for international students to our region.
  • Explore and develop information and research resources which support the building of knowledge and strength of our agricultural, tourism and education sectors.
  • Support Deakin University with their international engagement strategy to identify, attract and increase international students to our region.   
  • Collaborate across all levels of government, businesses and industry bodies in the development of Chinese market opportunities ensuring alignment with Victorian government, external agencies and regional strategies and initiatives.

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