Bringing theMelbourne Cup Tradition to Shanghai
Last month, the Victorian Government brought the fashion, fun and excitement of the Melbourne Cup Carnival to China by showcasing some of the best Victorian spring racing fashion and millinery in Shanghai.
The prized Melbourne Cup was also on display in China, giving local racing fans a taste of Australia’s race that stops the nation.
Launched by Minister for Racing, Jobs, Innovation and Trade Martin Pakula, the fashion showcase put the spotlight on Victoria’s quality fashion and style, helping local designers tap into China’s billiondollar market.
Hosted by the Victoria Racing Club and supported by Global Victoria, the event gave Chinese consumers a taste of the carnival and is part of a broader push to attract more visitors to Victoria to see all the action first-hand.
Minister Pakula is in China for a Victorian Governmentled trade mission focusing on the business of sports and helping local companies break into the booming Chinese market.
The event builds on the work Global Victoria has done through its international engagement program, including showcasing the best of Victorian fashion to the world at the Virgin Australia Melbourne Fashion Festival.
The Melbourne Cup Carnival is among the biggest sporting events in Victoria, and last year injected more than $447 million into the local economy and attracted a total attendance of more than 320,000.
China is a vital part of Victoria’s visitor economy with visitor spend growing by more than 23 per cent in 2018.
China is Victoria’s top two-way trading partner with business worth $26 billion done in 2017/18. That represented a 14 per cent increase in just one year, proving opportunities in China continue to grow rapidly.