How Tourism Australia And China Media Group Are Shaping The Future Of Tourism Between Australia And China

Thursday, July 17, 2025

In awesome news for some nations, Tourism Australia and China Media Group (CMG) coming announced an eager caller business designed to supercharge Chinese and Australian tourism to nan use of some countries. The signing took spot successful nan sanction of nan Great Hall of nan People successful Beijing, pinch Australia’s Prime Minister, nan Hon. Anthony Albanese, successful attendance arsenic nan historical infinitesimal was witnessed. The statement was signed by Tourism Australia’s Executive General Manager of Global Markets and Business Events, Robin Mack, and CMG President Shen Haixiong and is simply a awesome measurement towards enhancing nan bilateral narration betwixt nan 2 countries.

The two-way business pinch Tourism Australia is primed to maximise nan strengths of some parties. CMG, nan influential state-run Chinese media conglomerate, already has beardown operations successful television, radio, digital, and societal media. Their world power is an opportunity for really we show nan communicative of Australia’s tourism, and done this partnership, we will showcase Australia’s tourism offering successful culturally and experientially applicable ways pinch imaginable Chinese travelers.

New Stage of Tourism Promotion and Cultural Exchange

“When we are creating contented for European audiences aliases North American audiences, we are creating contented that will prosecute them connected an affectional level and a taste level,” she says of nan agreement, which will agelong beyond nan emblematic business and attraction connected contented that is emotionally compelling and culturally rich | for a Chinese depletion base. The collaboration will activity to bring to life Australia’s unsocial experiences, specified arsenic its iconic earthy environments, rich | multicultural society, and progressive lifestyle. With entree to CMG’s afloat media ecosystem, nan China-Australia collaboration hopes to maximise nan visibility of Australia’s tourism products and services, building a much affectional narration pinch nan Chinese public.

Robin Mack, Tourism Australia’s Executive General Manager Global Markets & Business Events, hailed nan practice arsenic exciting: “In nan institution of our Prime Minister, we are thrilled to beryllium launching this strategical business pinch China Media Group. China is simply a cardinal marketplace for us, and we will proceed moving connected creating caller connection ways to meet nan preferential recreation models of nan Chinese. With this collaboration, we are going to boost contented accumulation and alteration continuous maturation of nan tourism industry.”

A Focus connected Chinese Travelers arsenic a Strategic Customer Segment

The institution is looking to prosecute Chinese travelers pinch imaginative contented that resonates pinch their tastes and taste curiosity. Feature programs will beryllium created to bespeak nan divers entreaty of Australia, including its stunning earthy beauty, specified arsenic nan Great Barrier Reef and Uluru, and nan cosmopolitan quality of its destinations, including Sydney and Melbourne. The upcoming ‘Come and Say G’day’ world campaign, launching successful August, will beryllium nan perfect level for nan venture. China will beryllium nan motorboat marketplace for this 2nd shape of nan campaign, reinforcing nan country’s position arsenic a privilege destination of Tourism Australia’s maturation aspirations.

Tourism Australia’s Growth successful China

China is still 1 of Australia’s biggest and astir important tourism markets. Chinese visitant numbers to Australia had reached 860,000 successful nan 12 months to March 2025, bringing immoderate $9.2 cardinal to nan Australian economy. Other awesome tourism markets would, however, not turn arsenic fast, pinch nan marketplace expanding by an awesome 26 percent year-on-year, nan fastest maturation amongst each nan awesome tourism markets. This awesome level of maturation reflects nan desire for Australian recreation experiences from Chinese visitors.

The business pinch China Media Group will thief capitalise connected this momentum by raising nan floor plan of Australia successful China. Trip. com Group data, Australia was nan most-desirable long-haul destination for Chinese travelers to caput to complete nan 2025 Lunar New Year highest period, securing Australia’s bully aerial links pinch China arsenic nan starring Southern Hemisphere destination for Chinese tourists. With its irresistible attraction, Australia is still appealing to Chinese travelers, truthful it will beryllium a privilege marketplace for nan early tourism campaign.

A Landmark successful Bilateral Cooperation

Tourism is simply a backbone manufacture successful China-Australia practice and will thief thrust nan early improvement of bilateral ties. The strategical business embodies nan friends exchanges betwixt nan 2 countries and will thief to create stronger people-to-people bonds done travel. As nan tourism manufacture astir nan world recovers, this business will thief guarantee Australia continues to beryllium nan destination of prime for Chinese visitors.

Through nan people of nan partnership, some organizations expect producing new, compelling contented together for CMG’s media platforms. It will beforehand nan unique recreation experiences that Australia provides and coming nan must-see attractions from nan Chinese taste perspective. Featuring TV specials to integer contented created done nan business will supply nan Chinese marketplace pinch rich | and engaging contented to motivate them to recreation to Australia.

Prospects For a Shiny Future successful Tourism

This task paves nan measurement for an breathtaking early of Australia-China practice successful tourism. Through a committedness to caller storytelling approaches and contented creation, Tourism Australia and CMG are mounting a caller modular for fostering much meaningful taste engagement and marque vulnerability successful 1 of nan world’s largest recreation markets. While Australian “Come and Say G’day” is astir to participate a caller stage, nan collaboration pinch China Media Group is group to play a important domiciled successful driving visitation from China, increasing deeper taste links, and bolstering a position for Australia arsenic 1 of nan world’s apical recreation destinations.

Tourism tin link countries, and pursuing this strategical business betwixt Tourism Australia and China Media Group, a caller section of tourism practice betwixt nan 2 countries successful nan adjacent 10 years is expected.