China has become the latest focus for an Australia Week tourism promotion following in the footsteps of Australia’s successful G’Day USA program.
Australian Prime Minister, Julia Gillard made the announcement for a new China-specific advertising campaign while in Shanghai as part of her April China visit.
The new campaign will be held in Shanghai in the second half of 2014 to coincide with Tourism Australia’s Greater China Travel Mission, which attracts more than 120 Australian tourism operators. It will promote Australian tourism, trade and investment opportunities to the rapidly growing Chinese market.
“Australia Week in China will be based in Shanghai – China’s commercial and financial capital – in 2014 to further boost Australia’s reputation as a world leading destination and a valuable tourism, trade and investment partner,” Ms Gillard said.
Events and activities will include a campaign to attract more Chinese tourism to Australia, cultural activities showcasing contemporary performing and visual arts, a gala dinner in Shanghai and investment activities including targeted meetings with potential Chinese investors.
The Australian government will model funding for the $1.75 million initiative similar to that of G’Day USA, which included a mix of sponsorship from both the private sector and Australian state and territory governments.
China is Australia’s biggest trading partner and most valuable inbound tourism market.
A record 625,000 Chinese visited Australia during 2012, up 16 percent on the previous year.
The Chinese outbound tourism market continues to soar. In 2011 alone, 70 million Chinese travelled overseas, spending US$69 billion.
By 2020, 100 million Chinese are expected to travel overseas and it is hoped one million of them will choose Australia as their choice of international destination. ■
*Pictured top left: Australia hopes to attract one million Chinese tourists a year to the country by 2020. (Victoria’s 12 Apostles, reproduced courtesy Tourism Victoria).