KEY TO THE CITY

Mobile payment platform Alipay has launched a mobile tool aimed to promote Melbourne’s leading tourist destinations to Chinese visitors.

The Melbourne City Card is designed to help businesses in the city’s tourist and retail destinations cash in on the Chinese tourist market.

Through the Alipay app, visitors will be able to access an interactive map of tourist hotspots. Retailers and tourism providers will then be able to provide geo-targeted promotions for visitors in that area.

The initiative follows a pilot in Sydney, which saw a 20 percent increase in local payments through Alipay in the first month.

“Melbourne is a world-class tourist destination, and the launch today of the Melbourne City Card is aimed at promoting the city’s leading hotspots and merchants to Australia’s largest and most important tourism market,” said George Lawson, Alipay’s Australia and New Zealand country manager.

“We have already seen from the success of the city card pilot in Sydney that this is a highly effective method of engaging with Chinese visitors both before and during their holidays. This partnership will further enhance Melbourne’s reputation as a fantastic tourist destination, and provide the best possible experience for Chinese visitors.”