It comes at a time when the nation's service sector is being asked to ramp up the number of food and wine experiences on offer, and could see Australia attract far more investors moving forward.
Chinese visitors were the biggest growth group in Australia in 2013, new reports have shown, and the new campaign, which will be launched by tourism minister Andrew Robb, will feature a number of billboard and digital marketing messages in Shanghai and other major cities.
The plan is to maximise the impact that Chinese tourists can have on the Australian economy, with these expected to spend some $9 billion by the end of 2020.
Tourism Australia chairman Geoff Dixon said of the campaign: “One of the things that has really shown up in our research is that Chinese people love Australia, they are visiting and they are also returning.
“We are attractive to a wide range of Chinese travellers, we get a real mixture of travellers and one of the reasons is that Chinese people feel welcome in Australia.”
Posted by Craig Francis