Check-in toCHINA Program prospectusProgram dates: July – December 2016

Melbourne’s great China opportunity China is undeniably Melbourne’s most important inbound tourism market. In the year ending December 2015, Chinese expenditure grew by 59.2% to $2.2 billion (exceeding the Government’s long term 2020 target of $2.0 billion), while visitor numbers increased by 25.5% year-on-year to reach 490,000 visitors.

So where are these visitors going when they come to Melbourne? What are they doing, what do they like and how can your business get ready to welcome them?

Here’s your opportunity to trade in the China guide books for a pair of chopsticks, your suitcase and wechat account as you check-in to a 6 month practical China development program. This Check-in to China comprehensive program will assist you to gain first-hand insight into the China market.

OVERARCHING PROGRAM GOALS FOR EACH PARTICIPANT:

+ Gain the most up-to-date insights into the Chinese tourism market, undertake hands on cultural awareness and market development programs and gain an appreciation for the Chinese language through a tailored language program.

+ Take a first-hand practical trip to China to understand the modern Chinese visitors - their motivations, culture, behaviours and travel requirements

+ Walk in the shoes of the Chinese visitors to understand their painpoints in Melbourne and their expectations

+ Work with industry experts to develop a road map for your business to further develop opportunities in the China market

Applications open on 5th May 2016 and close on 15th July 2016. All applicants will be assessed by Destination Melbourne on their suitability for the program with notification by 21st July 2016.

Successful applicants must agree to the terms and conditions to participate in the program.

Destination Melbourne reserves the right to determine the final representation for the Check-in to China program.

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Participation Fee

The program is subsidised by Destination Melbourne to encourage maximum participation by Melbourne operators.

Note: only one representative from each organisation may attend.

You may also like to investigate the opportunity to apply for the Industry Skills Grant to co-fund the expense of this program

http://www.business.gov.au/grants-and-assistance/Industry-Skills-Fund/Pages/default.aspx#

6 month Check-in to China program is priced at $6250.00 inclusive of GST (subject to change. For more information on pricing please contact Sharna Crosbie on 9869 2410 or at sharna@destination.melbourne)

PARTICIPANTS WILL RECEIVE:

+ 10 hour flexible Chinese Language Course

+ Chinese name/business card translation for each participant

+ Introduction to China full day workshop

+ 8 day/7 night Check-in to China study trip (please see below itinerary for inclusions/exclusions)

+ China visa invitation letter

+ Check-in to Melbourne half day workshop post tour

+ One-to one Check-in to China mentoring session post tour

+ Check-in to China E-newsletter – 3 editions

+ Extra China market assistance & introductions including how to set up Union Pay, QR codes and WeChat

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YOUR PROGRAM FACILITATOR & TOUR ESCORT

Lindsay Goding - GAO Group International (GAO)

Lindsay Goding is an experienced international management and marketing professional having spent nearly 15 years working with the Asian tourism markets. In 2014, Lindsay founded GAO Group, a boutique international marketing business. GAO offers strategic planning, marketing solutions and trade development services for local and international clients.

Prior to this, Lindsay worked in the international marketing division of Tourism Victoria, promoting Melbourne as a world-class tourism, trade, education and business destination. Lindsay was responsible for the organisation’s marketing operations across Asia and the Middle East with a major focus on the China market.

Lindsay has been actively engaged with the Chinese market for more than 10 years, since first traveling to China in 2004 when working at the Phillip Island Nature Park. In 2014, Lindsay received a Victorian Government’s Hamer Scholarship and relocated to China where he completed a 12 month intensive Chinese language program in Nanjing and later Shanghai. During his time living, working studying and travelling in China, Lindsay has developed extensive experience, business networks and insights into this complex market that he is looking forward to sharing with you.

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6 Month Program Outline

The complete Check-in to China program will run for 6 months from July – December 2016.

The program inclusions are as follows:

(JULY, SEPTEMBER, NOVEMBER) CHECK-IN TO CHINA E-NEWSLETTERS

The newsletter will feature the very latest in Chinese news and updates regarding economy, politics, media and marketing. 3 editions will be provided during the course of the program.

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AUGUST (DATES TBA) CHINESE LANGUAGE CLASSES

10 hours of Survival Chinese language classes will be provided by our language partner – Confucius Institute. These classes will be provided in 2 hour sessions consisting of four face to face group lessons and one to be conducted online.

AUGUST (DATES TBA) INTRODUCTION TO CHINA WORKSHOP

The workshop will include the following topics:

China Introduction: philosophy (including Confucianism), history, culture, political and economic overview

China Tourism Sector: market trends, travel behaviours / drivers, industry structure and geographic/niche segmentation

China Business Ready: product development, sales and marketing, customer service and digital / social media programs

23-30 OCTOBER CHECK-IN TO CHINA STUDY TRIP

This is a practical 8 day/7 night study trip to China visiting Shanghai, Nanjing and Beijing. Designed to provide first hand insights into the China market. The program will aim to provide you an understanding of the Chinese language and culture, unique tourism and economic environment, as well as develop potential business opportunities.

NOVEMBER (DATES TBA) CHECK-IN TO MELBOURNE WORKSHOP

Key to servicing Chinese visitors is knowing the ‘sense of welcome’ that they experience upon arrival into Melbourne and understanding the key touchpoints of their visitor journey. During this half day workshop, visit 3 businesses in Melbourne who understand the Chinse market and have adapted their product and services to meet the needs of this market - an attraction, a hotel and a Chinese restaurant. Also observe the visitor journey for a Chinese visitor in Melbourne to see what Chinese signage and visitor services are available to them.

DECEMBER (TBA) CHECK-IN TO CHINA ONE TO ONE MENTORING SESSON

With all the knowledge and insights acquired through this program, Lindsay will spend 2 hours with you to assist with a tailored China strategy for your business that covers product and services, suitable marketing channels and next steps to gain the most from the China market.

Please note: This program will run with a minimum of 10 and maximum of 14 participants.

Check-in to China itinerary (Please note: This itinerary is subject to change. Final itinerary will be provided one month prior to travel Breakfast (B) Lunch (L) Dinner (D)

DAY 01 (ARRIVE XIAMEN) FRI 21 OCTOBER

Arrive Xiamen & transfer to hotel MF804 1205/1945

Overnight: Millennium Harborview Hotel

DAY 02 (XIAMEN) SATURDAY 22 OCTOBER

B – L – D

9.30am-1.30pm Full day Tourism Site visits:

+ Gulang Island + Zengcuoan Street + Huandao Road + Lunch included + Dinner at local restaurant with guests Overnight: Millennium Harborview Hotel

DAY 03 SUNDAY 23 OCTOBER (XIAMEN to SHANGHAI)

B – _ – _

Transfer to airport

Fly Xiamen to Shanghai MF8521 1230/1410

3.30pm Afternoon activity TBA Shanghai

Overnight: JinJiang Hotel (South) A)

DAY 04 (SHANGHAI) MONDAY 24 OCTOBER

B – L – D

9.00am - 12 Team meeting, Market briefing Market briefing coordinated by GAO with expert guest speakers Topics/speakers (TBC) however propose the following:

9.00 – 9.30am China Overview (Victorian Government and/or Austrade) Economic profile Victorian Government activities Strategies for success

9.30 – 10.15am Tourism Industry Insights (Tourism Victoria / Tourism Australia) Trends, Challenges and opportunities Segments - Group/ADS, FIT, Niche Distribution system – ASP / KDP (Key Distribution Partners) Airline Sector Marketing and Campaign Activity

10.15 – 10.30am Morning Tea Break

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10.30 – 10.45am Consumer marketing / Media (TVIC, PR agency, media rep Eg. Hurun Report) + Working with the media + Consumer segments – eg. Luxury, youth

10.45 – 11.15am Working with the education sector (Victorian Government) + Education market overview & insight into school groups + Case Study: Jill Tang (Melbourne Graduate)

11.15 – 11.45am Case Studies Sovereign Hill and/or Phillip Island

11.45 – 12.00 Conclusion

12-2pm Networking Lunch (Hosted by Tourism Victoria) + Chinese style banquet dinner + Tourism Victoria will invite KDPs

2- 5.30pm Tourism / cultural experiences + Tourist precincts – Bund + Cultural Experience – Visit a local Chinese residential area + (Including a Mahjong or Chinese Calligraphy lesson) + Dinner at leisure

6.30pm Dinner: Group Dinner / F&B Briefing / Retail Visit + Modern Chinese / western restaurant (eg. Liquid Laundry or Sichuan Citizen) + Include a casual briefing from manager / wine expert & a retail expert + Shopping / Retail Visit – post dinner the group will visit a local shopping centre (Eg. IAPM)

Overnight: JinJiang Hotel (South)

DAY 05 (SHANGHAI) TUESDAY 25 OCTOBER

B – _ - D

9.00am – 1.00pm Visitability Race Around Shanghai (A China FIT experience)

+ Activities – Navigate public transport, visit tourist icons, try some local food, meet some locals, visit local market/supermarket and visit a café/wine store.

+ Experiences – Local culture/lifestyle, tourism/hospitality/retail sector, language practice

+ Operations – split into two groups (1 x escort to ensure safety/security)

Lunch: Finish at a local Chinese restaurant lunch own cost

2.00pm Afternoon free + Individual meetings / networking activities

6.30pm Dinner: Group Networking Dinner with Tourism Australia Venue TBC + Tourism Australia to invite 3-4 VIPs

Overnight: JinJiang Hotel (South)

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DAY 06 WEDNESDAY 26 OCTOBER

(SHANGHAI to NANJING)

B – L – D

9.00am – 12.00noon Travel Agent Visit + Visit a TA / TVIC Key Distribution Partner + Visit CTrip and Shanghai Spring International Travel

Lunch: Casual group lunch in a local Chinese restaurant

1.00pm Return to hotel and pick-up bags. Transfer to Shanghai HongQiao Railway Station

3.00pm Travel Shanghai Hongqiao Railway Station to Nanjing South (Fast train)

3.00pm – 4.07pm Fast train (G18)

7.00pm Dinner and Tourism / Cultural Experience + Dinner and tour of Confucius Temple area)

Overnight: Jinling Hotel (Old Building)

DAY 07 THURSDAY 27 OCTOBER

(NANJING to BEIJING)

B – L – _

9.00am – 12.00 Tourism / Cultural Experience Visit to Nanjing Massacre Museum and Yangtze River Bridge

12.00 – 1.00pm Networking Lunch + Networking lunch at local restaurant with 3-4 local stakeholders + (Eg. VGBO Nanjing, KDP travel agents, Hamer Scholarship recipients)

2.30pm Transfer to Nanjing South Railway Station

4.03pm Travel to Beijing (Fast train – 4 to 5 hours) + 4.03pm – 8.29pm + Fast train (G144);

Dinner: Own arrangements at train station

Overnight: Park Plaza Hotel

DAY 08 (BEIJING) FRIDAY 28 OCTOBER

B – L – D

Tai Chi this morning

9.00am – 12.30 Tourism / Cultural Experiences Tiananmen Square/ Forbidden City

12.30 – 2.00 Lunch briefing – China Digital Landscape Discussed travel trends and digital marketing (eg. Dragon Trail Interactive and/or Breadtrip)

2.00 – 5.30 Afternoon free Individual meetings / networking activities

6.30pm Dinner: Beijing networking dinner Chinese style banquet dinner / Peking Duck with 3-4 key stakeholders (Eg. TA, TVIC, VGBO, City of Melbourne, World Tourism Cities Federation, Travel Agents)

Overnight: Park Plaza Hotel

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DAY 08 (BEIJING) SATURDAY 29 OCTOBER

B – L – D

9.00am – 5.00pm Tourism / Cultural Experiences Great Wall of China (including lunch) at Jugong or Simatai area Hutong Tour (including Dumpling making lesson)

7.30pm Dinner: Farewell dinner and Tourism / Cultural Experiences + Casual group dinner and possible tourism Experiences including cultural performance, karaoke, night market and/or Houhai district

Overnight: Park Plaza Hotel

DAY 09 (BEIJING to XIAMEN) SUNDAY 30 OCTOBER

B – _ – _

Morning at leisure

12.00pm Transfer to airport

Beijing (PEK) – Xiamen MF8102 1500/1805

Xiamen – Melbourne MF803 2215/1105+ 1

DAY 09 (MELBOURNE) MONDAY 31 OCTOBER

_ – _ – _

11.05am Arrive Melbourne

** Please note that tipping is not included in the price. It is recommended that you budget RMB75.00 per day.

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INCLUSIONS:

+ Services of Lindsay Goding as escort for tour + Return international flights Melbourne to China + 9 nights accommodation in single occupancy in centrally located 4

star accommodation with wifi + Breakfast daily + 6 x lunches + 6 x dinners + Airport transfers (group transfer) + Alcoholic beverages for welcome lunch Shanghai and farewell

dinner Beijing + Local English speaking guide for tourism cultural experiences + Bottled water daily + Comfortable coach travel for tourism cultural experiences + Train tickets for Shanghai to Nanjing and Nanjing to Beijing + Entry costs and local transport costs for all tourism cultural

experiences and Visitability race around Shanghai experience + Hotel porterage + Valuable networking opportunities with key industry stakeholders

based in China

EXCLUSIONS + China visa + Alcoholic beverages (except for welcome lunch and farewell dinner) + Travel insurance + Items of a personal nature – eg laundry, business centre services,

phone calls, hotel incidentals + Meals not listed as included in above itinerary + Interpreter service and transfers for private business meetings

during trip

+ Additional accommodation outside the 7 nights provided + Tipping (estimate CNY 600pp)

TRAVEL INSURANCE

All participants will be required to obtain comprehensive travel insurance to cover them for overseas medical emergencies/assistance, overseas medical/hospital expenses, cover for travel documents, cover for time delays, cancellation fees and loss of deposits and personal luggage items.

A copy of your travel insurance must be provided at time of paying your Check-in to China deposit.

CHINA VISA AND PASSPORT

A visa is required for entry into China. We will provide an invitation letter to assIst you with your visa application. We recommend applying for your visa no later than 2 months prior to departure as they can take up to 6 weeks to process.

You will need at least 6 months validity on your passport at time of arrival into China.

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Expression of Interest and Program Suitability The Check-in To China program will be available to a maximum of 14 participants on an expression of interest basis. An interview process will be conducted prior to accepting you in the program.

The program is suited to Greater Melbourne businesses who are keen to develop opportunities in the China market and dedicated to enhancing their business to better service Chinese Visitors by establishing new products, developing new experiences, providing marketing programs and information that meet the needs and cultural requirements of Chinese visitors

The program will be tailored to meet the needs of hotels, attractions, tour operators, retailers or restaurants who aim to make their business more accessible to the Chinese market. Program participants could include:

+ Senior executives keen to investigate future business opportunities in the China market for your organisation.

+ Sales and marketing staff looking to develop their understanding of targeting and catering to Chinese visitors

+ Frontline staff / managers dealing with Chinese visitors on a daily basis

+ Future leaders that will guide your company/organisation’s engagement with China into the future

The aim of the program is to ensure Melbourne is providing products and services that exceed Chinese visitor expectations. We would hope that by training up key businesses in Melbourne’s tourism industry that we will have a strong product offering that ensures Chinese visitors share positive reviews about Melbourne and keep coming back.

The program will be limited to 14 businesses who each demonstrate China as being a new strategic area of focus for their business and/or are committed to ensuring their ongoing development in delivering an outstanding visitor experience to Chinese visitors. The program will provide you the confidence and know how to kick start your China strategy.

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To express your interest in our Check-in to China program,

we will require you to complete your details here

Click here

FOR ENQURIES OR MORE INFORMATION:

Sharna Crosbie

Industry Development Manager – Destination Melbourne

sharna@destination.melbourne

T 03 9869 2444 M 0416 884 011