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China-Australia Year of Tourism 2017

The 2017 China-Australia Year of Tourism celebrated the close relationship between our two countries and recognised the importance of the China market for Australia’s tourism industry.


Launched in Sydney on 5 February 2017 by the China National Tourism Administration’s Chairman Li and The Hon Steven Ciobo, Minister for Trade, Tourism and Investment; the year-long celebration sought to bring Australia and China closer together, not only from a tourism perspective, but across the board, economically, socially and academically.

A variety of events were staged in both Australia and China, including Ministerial trade missions to China, Tourism Australia and state and territory tourism organisations marketing campaigns and airline cooperative marketing partnerships, broadcast projects, a business events showcase, sporting and cultural events, as well as educational exchanges. 

Particular highlights included the staging of the first ever AFL match in China between Port Adelaide and the Gold Coast Suns; the signing of Memorandum of Understandings between Tourism Australia and significant Chinese industry players including Bank of China, Ctrip and China Union Pay; and the announcement that Amway had selected Cairns as the destination of an 8,000-10,000-strong incentive trip in 2018.

Key events from throughout the year (2018):

  • February – CAYOT opening ceremony
  • February - Ministerial China VIP Tourism Trade Mission Beijing and Shanghai
  • March – April – Aquatic and coastal campaign activations
  • March, April, May – Partnership marketing campaigns with China Southern, Qantas, Singapore Airlines, China Eastern and Sichuan Airlines
  • April – Business Events Showcase, Chengdu
  • May – AFL match, Shanghai
  • July – A third broadcast project will be filmed in Australia in July 2017 for broadcast in China in August 2017
  • August – TMM and ministerial delegation and smaller trade mission
  • August – TA/China Union Pay MoU signing; Amway Great Barrier Reef announcement
  • December – Closing ceremony and Greater China Travel Mission (GCTM) in Guangzhou

The closing of the China Australia Year of Tourism does not signify an end to the Australian government’s commitment to its tourism partnership with China. China is, and will continue to be, one of Australia’s most important source markets for inbound tourism.