At WTC Melbourne · June 3, 2025
Co-hosted by WTC Elite Club, World Cooperation Organization (WCO) and Australian Business Expo (ABE)

In a year of warming China–Australia relations and accelerating inbound travel recovery, tourism and trade services are emerging as new growth drivers. On June 3, 2025, WTC Elite Club partnered with WCO and ABE to host the China–Australia Tourism & Trade Forum at WTC Melbourne.


The forum convened public and private leaders to explore win–win pathways for bilateral cooperation, creating a practical, one-stop dialogue platform across policy, investment, services and market activation.

Key Highlights

  • Bilateral momentum: tourism + trade services positioned as twin engines for growth
  • Cross-sector panel: policy guidance × investment enablement × service innovation
  • Actionable insights: data-led understanding of visitor preferences and high-value experiences
  • On-site signing: WTC × WCO strategic partnership to empower tenants and partners
  • Cultural feature: “Autumn Tea Journey” blending tea culture with slow travel storytelling

Speakers & Partners

  • Opening Remarks
    • Maggie Liu（General Manager, ABE）
  • Qun Du（Co-founder, WCO）
  • Guest Perspectives
    • Ellen Sandell MP（Leader of the Victorian Greens）：“When China–Australia communities collaborate in Melbourne, we create economic value and inject diversity and vitality into the city.”
  • Bill Lang（Chair, Small Business Australia (SBA)）：Understanding the motivations and spending patterns of Chinese visitors unlocks regional destinations and premium experiences.
  • Shanghai Tourism Association（remote）：Digital service platforms enable Australian visitors and businesses to get real-time support in China.
  • Local Government
    • Andrew Davenport (Mayor of Whitehorse) — Economic Development Team provides site selection guidance, policy advisory and business matchmaking as a one-stop fast track.

Panel Insights

  • China high-tech landing in Australia: compliance entry, supply-chain layout, cross-cultural talent pipelines — challenges remain, but innovation and capital windows are opening.
  • Visitor economics: “quality & depth” is replacing box-ticking sightseeing; cultural IP and experiential scenes are new growth levers.
  • Consensus: Tourism is buying knowledge; stories are productivity. Those who tell place-based culture and brand stories well win demand; content marketing, bundled offers, and dynamic pricing are keys to conversion.

WTC × WCO

Beyond WTC’s riverside offices, the WTC × WCO strategic partnership unlocks new value for partners, existing tenants and Elite Club members. Leveraging WCO’s extensive networks across Australia and China, WTC will facilitate access to markets, talent and capital, turning Office / Tenant + Empowerment into a real growth engine—upgrading space with industry communities, cross-border collaboration and acceleration services.

Autumn Tea Journey

Curated by Jenny (Juxiang Zhai), the “Autumn Tea Journey” weaves tasting, tea history and slow travel:
From the rocky fragrance of Lapsang Souchong in Wuyi, to the elegance of Zhenghe White Tea, the high aroma of Phoenix Dancong, the warmth of Dehua porcelain, and back to the lingering charm of Tieguanyin—mountains ahead, tea in hand, stories within. Guests experienced representative regional teas, tea-making, porcelain appreciation and heritage sites—feeling that tea is life; travel is culture.

Riverside · A Hub for Leaders

As the sun sets over the Yarra River, the floor-to-ceiling windows of the WTC Elite Club glow with golden light. The riverside terrace, curated canapés, and attentive service create a setting that is both relaxed and refined. With high bar counters, leather lounges, and discreet meeting nooks thoughtfully arranged, guests can switch effortlessly between downtime and deal-time with a simple raise of the glass.

The WTC Elite Club is more than a venue—it is a social nexus where resources connect. Here, ideas spark after dark, and every encounter has the potential to ignite a new collaboration.

About WTC

Located on the banks of the Yarra and within walking distance of the Melbourne Convention & Exhibition Centre and the Southern Cross transport hub, WTC Melbourne offers premium office leasing at its core, complemented by flexible, multi-purpose business event spaces. We provide a professional stage for investor roadshows, product launches, and cross-border business matchmaking. Beyond workspace, WTC is a gathering place for innovation and collaboration.

WTC Melbourne
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