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  "documentTitle": "Melbourne as a Global Cultural Destination",
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      "text": "1. BCG and Trip Advisor (2013): Winning the Next Billion Asian Travellers. 2. Tourism Research Australia: International Visitor Survey. 3. Los Angeles Tourism and Convention Board (2016): China-Ready Designation Requirements. 4. BCG (2011): Millennials Survey.",
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      "text": "By 2030, a billion people in Asia will have the disposable income to travel. Australia is one of Chinese travellers' top five 'dream destinations'. China is already Melbourne's top source of international visitors (0.5m in 2015). The number of Chinese visitors to Melbourne has increased 15% p.a. since 2006. Globally, creative attractions are taking steps to make themselves 'China-ready'.",
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      "text": "Cities and creative attractions are leveraging new technology to reach consumers and make their offer more attractive. Most top creative attractions and destinations now have a strong online presence, with a web page, social media accounts, and freely accessible online content. Mobile apps are increasingly used to enhance experiences at creative attractions.",
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      "text": "Three key trends that could impact Melbourne's offer",
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