The first direct Shenzhen Airlines flight into Melbourne has touched down, a milestone the Victorian Government says will deliver an immediate boost to tourism, local jobs and business confidence across the state.
Welcoming the inaugural service at Melbourne Airport, Minister for Industry and Advanced Manufacturing Colin Brooks said the arrival underscored the strength of Victoria’s recovery in international travel, particularly from China.
“Victorian businesses and workers are benefiting from a boom in tourists from China,” Mr Brooks said, adding that the new route would translate directly into spending across hotels, restaurants, attractions and retail.
“These new flights will bring even more visitors to Victoria, increasing spending across tourism, hospitality and local businesses throughout the state.”
The launch was marked alongside Melbourne Airport’s Chief of Aviation Jim Parashos, Chinese Consul-General Fang Xinwen and Shenzhen Airlines Chair Li Shuxing, reflecting what the government described as deepening economic and people-to-people links between Victoria and southern China.
The Shenzhen–Melbourne service will operate three times a week, adding more than 95,000 seats annually. Tourism operators say the additional capacity will help extend visitor stays, spread travel into regional Victoria and support jobs right across the sector.
Minister for Tourism, Sport and Major Events Steve Dimopoulos said direct aviation links were critical to keeping Victoria competitive in a crowded global tourism market.
“More direct flights mean more visitors choosing Victoria, exploring more of what our cities and regions have to offer – boosting our tourism economy which employs 288,000 Victorians,” Mr Dimopoulos said.
“This strengthens one of our key visitor markets and keeps hotels, restaurants, cafes and shops busy.”
The flights were secured through the Allan Labor Government’s Industry Partnerships Program, part of the Economic Growth Statement, which matches government funding dollar-for-dollar with industry investment to drive destination marketing and airline attraction. Through the program, the state has partnered with Melbourne Airport to add nearly 300,000 international seats each year.
Visit Victoria chief executive Brendan McClements said China remained one of the state’s most valuable tourism markets.
“Direct flights like this play a critical role in converting interest into visitation and driving dispersal across the state.”
China is currently Victoria’s largest international visitor market, with 453,000 Chinese visitors spending $3.1 billion in the year to September 2025—up 22.4 per cent on the previous year. Growth from China to Victoria is almost double the national average, and visitor numbers are forecast to reach 668,000 by 2030.
Melbourne Airport CEO Lorie Argus said the economic impact of each new international service was significant. “We know that every time the tyres of an international flight touch the tarmac at Melbourne Airport, Victoria is half a million dollars better off,” she said, noting that Shenzhen also offers Australians a gateway to the fast-growing Pearl River Delta region.
Beyond tourism, the new route is expected to create fresh freight opportunities, helping Victorian exporters and producers access key markets in southern China, while giving local travellers more choice and connectivity.
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