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New tourism campaign launched as part of Australia Week in China

14 April 2016

Tourism Australia’s latest marketing campaign launched in spectacular fashion in China this week, supported by a sophisticated web site optimised for the country’s millions of mobile phone users, as part of Australia’s largest ever trade delegation to China.

Australia’s Minister for Tourism and International Education, Senator the Hon. Richard Colbeck, officially launched the aquatic themed campaign and attended the signing of a $6 million agreement between Tourism Australia and Air China which will see the parties conduct joint marketing activities promoting Australia.

“The Government’s move to more targeted marketing campaigns, such as aquatic and coastal, plays to our strengths in key markets to ensure we get the most benefit from our international marketing efforts,” Minister Colbeck said.

The campaign was launched on Wednesday evening as part of ‘Australia Week in China’ (AWIC) at a gala dinner in Shanghai, in front of an audience of more than 400 invited VIP guests, including Chinese media, industry partners.

Guests were treated to immersive virtual reality demonstrations, spectacular aquatic-themed 360 imagery displayed on giant screens and were shown new creative assets including a new broadcast ad, print and digital executions.

Tourism Australia’s global ambassador, Australian-born actor Chris Hemsworth, also introduced the new aquatic and coastal campaign with a personalised recorded video message.

John O’Sullivan, Tourism Australia’s Managing Director, said the focus on one of Australia’s key competitive advantages was already working well in the US since it was launched there in February and would be tailored to all of Australia’s key tourism markets.

“We know around 60 per cent of our Chinese visitors already enjoy an aquatic or coastal experience as part of their trip to Australia, so we’re very confident this campaign will resonate strongly in this market,” he said.

A critical component of Tourism Australia’s latest activity is a new-look website optimised for smartphones which is how Chinese consumers are increasingly researching, planning and booking holidays.

Speaking at the launch of the web site, the Prime Minister of Australia, The Hon Malcolm Turnbull MP said, “This is a very important step change in our marketing in Australia. It makes Australia more accessible. More available. More compelling as a tourism destination.”

To help roll out the campaign in China, Tourism Australia will be working closely with its Australian state and territory tourism partners as well as key international airlines, including Singapore Airlines, Qantas Airlines, Air China, China Southern Airlines, China Eastern Airlines and Sichuan Airlines.

As part of AWIC Minister Colbeck also attended the signing of a new $6 million agreement between Tourism Australia and Air China which will see the parties conduct joint marketing activities promoting Australia.

Tourism Australia’s new agreement with China’s national carrier, Air China, will run for three and a half year from 1 July 2016 and will increase and sustain airline capacity developed as part of an existing memorandum of understanding between the parties which expires in June 2016.

The latest data shows there were a total of 1,073,800 Chinese visitor arrivals for the year ending February 2016, an increase of 22.4% relative to the same period of the previous year. China is Australia’s most valuable market, with Chinese visitors spending more than $7.7 billion annually. Year-on-year spending grew 43% in 2015, double the previous 12 month’s growth rate.

More details of Tourism Australia’s latest campaign are available at

The second Australia Week in China (AWIC) was delivered across multiple cities from 11-15 April 2016. Led by the Minister for Trade and Investment, AWIC 2016 attracted a high level of Federal and State ministerial participation in one of Australia's largest business delegations to China. AWIC 2016 consisted of trade, investment, education and tourism promotion events designed to highlight commercial opportunities underpinned by the rise of an affluent middle class and the China Australia Free Trade Agreement (ChAFTA).