• Victoria Tourism Industry Council (VTIC)
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22 /02/ 2012 Comments are Closed

In an Australian first, Sovereign Hill has announced it will open a sales office in central Shanghai, China, to promote its brand to travel agents and wholesalers servicing the increasingly popular inbound Chinese tourism market.

The Ballarat tourist attraction will hire up to four sales staff to service the key cities of Beijing, Shanghai, Guangzhou and Chongqing.

Sovereign Hill has long been a popular travel destination amongst Chinese tourists looking to learn about the experience of the Chinese miners that chased their fortune to Ballarat during the great Australian gold rush of the 1850s. The recreated historical town features a Chinese Camp of canvas tents and rough huts depicting how Chinese miners, shopkeepers, scribes and herbalists lived and worked on the goldfields.

“We are proud to be the first Australian tourism attraction to open an office in China; we see this as a crucial step to ensure that Sovereign Hill is at the forefront of people’s minds when they visit from China,” said Sovereign Hill Executive Director Jeremy Johnson.

The company has long been at the forefront of Chinese inbound tourism development, hiring Chinese speaking guides for the past 20 years. Sovereign Hill was also the first tourist attraction in Victoria to appoint a sales agent in market in 2006. It currently attracts more than 70,000 Chinese visitors on an annual basis.


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The voice of the Victorian tourism industry, representing key industry associations, operators and government agencies.



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