The state government has launched a $43 million international tourism campaign while Premier Jacinta Allan was touring Victoria’s biggest trading partner. In Shanghai on September 17, Ms Allan joined Visit Victoria to announce the new investment and officially press the button to launch the ‘Every Bit Different’ campaign in the target market of China. The campaign will appear across social media platforms and billboards across China, which is the state’s biggest international visitor market, and highlight Victoria’s wildlife, nature, culture, dining, sport and events. China is Victoria’s largest international visitor market, with 411,000 travellers spending a total of $2.9 billion in the year ending March 2025 – up 23.3 per cent year-on-year. By 2029, visitors from China to Victoria are forecast to reach almost 800,000.