Melbourne café-patisserie Brunetti draws Chinese visitors by offering authentic Italian ambience, consistent quality and multilingual convenience. Small business owners can learn from this: maintain quality, create a unique experience and make it easy for Chinese customers to feel welcome.

Table of Contents

Key Takeaways

  • Chinese visitor numbers are surging — nearly 950,000 between June 2024 and May 2025.
  • Authentic atmosphere and consistent quality, rooted in tradition, build trust and attract international visitors.
  • Signature offerings create memorable experiences that encourage word-of-mouth among travellers.
  • Being accessible — through location, language and payment options — is a practical gateway to welcoming Chinese customers.

Why Chinese Visitors Matter Now

The Chinese visitor market in Australia is booming. Between June 2024 and May 2025 nearly 950,000 Chinese visitors arrived in Australia — up 21 per cent year-on-year.

That growth matters especially for Melbourne and Victoria. Chinese travellers represent a rapidly recovering and high-spending segment.

With numbers like this, small businesses that learn how to attract and serve Chinese customers stand to gain significantly.

What Makes Brunetti Irresistible to Chinese Guests

In a visit to Brunetti on Lygon Street (and at Melbourne Airport) Bill Lang chats with Fabio Angele, one of the family owners. What stands out about Brunetti — and why it works so well for Chinese visitors — includes:

  • Authentic atmosphere: Brunetti creates the feel of a café in Rome, Milan or Florence. Stepping inside, customers sense tradition and hospitality, not a generic bakery.

  • Consistent quality and long-term staff: The Angele family emphasises traditional recipes and a stable, experienced team. This ensures that every pastry, coffee and service moment meets high standards.

  • Signature products with strong appeal: Items like Schiaffone (a Danish-style pastry), and cannoli are standouts. These familiar yet exotic treats combine novelty with comfort — ideal for visitors seeking a memorable experience.

  • Coffee and service tailored for international visitors: Their bar and coffee are treated as seriously as the pastries. Staff are trained to deliver consistent, high-quality coffee — important for travellers who expect global café standards.

  • Accessibility for Chinese travellers: Brunetti’s presence at Melbourne Airport and their previous collaboration offering Mandarin menus shows a commitment to being welcoming and easy to navigate for Chinese customers.

As Fabio says: “Coming to Brunetti is like going to Rome without the airfare.”

Looking to promote your business?

Showcase your business with a professionally produced video on RedNote (Xiaohongshu) and WeChat with G’day Friends Chinese Customer Promotion
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Looking to promote your business?

Showcase your business with a professionally produced video on RedNote (Xiaohongshu) and WeChat with G’day Friends Chinese Customer Promotion
Video Feature package.

Key Lessons for Small Businesses

Here are the main takeaways for Australian small businesses who want to tap into growing Chinese visitor numbers:

  • Offer an authentic, memorable experience: Chinese visitors are often looking for experiences that feel both exotic and high-quality — not generic.

  • Maintain high standards through consistency: Long-term staff and attention to quality build trust and deliver a reliable experience every time.

  • Highlight standout products: A few signature offerings (food, drinks or services) that become “must-try” help create word-of-mouth and repeat business.

  • Make your business accessible and welcoming to international guests: Think about signage, menus, payment options and location (e.g. near airports, transport hubs or tourist areas).

Simple Steps You Can Take Today

If you run a small café, shop or service business and want to attract Chinese customers:

  1. Review your core offerings — identify 1-2 “signature” items that capture your brand’s uniqueness.

  2. Focus on consistency — ensure staff know the recipe, presentation and customer service style so every customer gets the same experience.

  3. Check your visitor accessibility — could you add Mandarin signage, Chinese-friendly payment (like UnionPay), translated menus or multilingual staff or guides?

  4. Think about location and convenience — if possible, being near transport hubs or tourist hot spots can increase visibility to new visitors.

  5. Create a story and atmosphere — a sense of heritage, authenticity or uniqueness helps draw travellers looking for something beyond the ordinary.

Conclusion

With Chinese visitor numbers rising fast, now is a great time for small businesses in Melbourne and across Australia to tune in. Brunetti shows the power of combining authenticity, product quality and visitor-friendly service to attract and satisfy Chinese customers. A bit of planning and cultural awareness can turn ordinary businesses into “must-visit” stops for visitors from China.

If you run a café, bakery, restaurant or retail shop this could be your moment to shine.