Melbourne Study Tour Unveils Cultural Insights for Sustainable City Branding
In today’s interwoven world, a global perspective is always essential for developing effective communication solutions. The Department of Chinese and Bilingual Studies (CBS) has been realising this international outlook in its programmes.
Recently, six MABCC students and four CBS faculty members, Prof. Cindy Ngai, Prof. Yu Wenting, Mr Jackin Wong and Ms Freya Jiang completed a 10-day research trip to Melbourne, exploring cross-cultural communication strategies in social media for sustainable city branding. Supported by CBS academics and in partnership with Visit Victoria, the project focused on amplifying Melbourne’s sustainability narrative for global audiences, especially in China.
The team engaged with institutions like Victoria University and Monash University, gaining insights into sustainable tourism and policy-making. They also interviewed cultural leaders from Melbourne Museum and the National Gallery of Victoria, and met with green tourism and architecture experts.
A highlight was the Yarra Valley visit, where students studied sustainable winemaking and tourist perceptions. The trip concluded with strategic discussions with Visit Victoria’s leadership on global engagement via social media.
Students described the experience as transformative, deepening their understanding of qualitative research, urban branding, and sustainable development. The tour also laid the foundation for future collaborations between CBS and Melbourne’s academic and cultural sectors.
