Premier Ted Baillieu has launched an $8 million tourism advertising campaign aimed at luring the burgeoning Chinese middle-class to Melbourne.
Favourite tourist destinations including Phillip Island and Sovereign Hill, as well as Melbourne's laneways and arts scene, take centre-stage in the television, print and social media campaign, designed in China for a Chinese audience.
A television ad, to be aired on In China, is a play on the current Melbourne "doors" logo and depicts a young couple dressed in bathrobes discovering a different Victorian landmark behind every door they open.
A Chinese language website featuring 360-degree simulations of Victoria's sights will also be launched.
According to Tourism Australia, the Chinese tourism market is worth $3.8 billion.
Launching the campaign in Shanghai last night, Mr Baillieu said Chinese tourism to Victoria was growing strongly.
"This is Victoria's first dedicated brand campaign, specifically developed for China," Mr Baillieu said. "Chinese visitation grew by 27 per cent last year — the strongest rate of growth of any state or territory."
He reiterated the government's China tourism strategy announced in May: to grow Chinese visitor expenditure at 11 per cent a year and to create by 2020 a market worth $2 billion and 41700 jobs.
The Victorian campaign also hopes to leverage off Tourism Australia's national campaign.
Tourism Australia's online promotional Chinese language mini-series, filmed in Australia and starring Taiwanese actors, has already amassed 50 million views across China.
China was the largest source of holiday visitors to Victoria with 157,900 visitors in the year to June.
Mr Baillieu has been leading a delegation of 650 Victorian businesspeople on a trade mission to China this week.
Phil Wen is in China with the support of the Victorian Employers' Chamber of Commerce and Industry.