Shanghai: With China’s burgeoning middle class rediscovering their appetite for international travel for the first time since the pandemic, Victoria has launched a $43 million advertising campaign aimed at doubling its number of Chinese visitors over the next four years.

At a swanky event at Shanghai’s Waldorf Astoria hotel on Wednesday night, Premier Jacinta Allan revealed details of the Visit Victoria campaign already on display on a prominent billboard in the city.

A Victorian tourism billboard in Shanghai.

The Every Bit Different campaign, which will also be rolled out to other global travel markets, is focused on reconnecting Chinese tourists to Melbourne and Victoria’s regions and rebooting the state’s second-largest service export after education.

The brand ambassador for the c

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