Tourism Australia signs Memorandum of Understanding with China Media Group 

Media release

Tourism Australia and China Media Group (CMG) solidified their partnership through a two-year Memorandum of Understanding (MOU) signed at the Great Hall of the People in Beijing today. The agreement, witnessed by Australia’s Prime Minister, the Hon Anthony Albanese, was formalised by Tourism Australia’s Executive General Manager Global Markets and Business Events, Robin Mack and China Media Group President, Shen Haixiong. The MOU establishes a long-term collaboration framework between Tourism Australia and CMG, aiming to boost Australia’s tourism brand recognition in China, deepen bilateral cultural exchanges.

This strategic collaboration moves beyond conventional tourism promotion and will employ culturally attuned storytelling to foster deeper engagement, strengthen brand affinity, and inspire Chinese travellers to explore Australia.

In particular, the partnership will leverage CMG’s extensive media ecosystem, spanning television, radio, digital, and social media platforms, to co-create and distribute compelling content that brings Australia’s unique travel experiences to life.

Tourism Australia’s Executive General Manager Global Markets & Business Events, Robin Mack said: “We are delighted to launch this strategic partnership with China Media Group in the presence of our Prime Minister. China remains a priority market where we continuously develop innovative communication strategies tailored to Chinese travellers’ preferences. Through this Memorandum of Understanding, we will enhance content production capabilities and drive sustained growth in the tourism sector.”

The partnership will consider elements such as feature programs highlighting Australia’s distinctive natural landscapes, multicultural communities, and vibrant lifestyle. These initiatives will help deliver stronger emotional connections for Tourism Australia’s upcoming global campaign, the second chapter of “Come and Say G’day”, with China selected as the launch market for its August debut.

China remains one of Australia’s most important tourism markets. Visitor numbers from China reached 860,000 in the 12 months ending March 2025, generating $9.2 billion in tourism expenditure, with arrivals growing 26 per cent year-on-year, outperforming all other major markets. The market's strong performance is further evidenced by Trip.com Group data showing Australia as the top long-haul destination during the 2025 Lunar New Year peak period and the leading Southern Hemisphere choice for Chinese travellers throughout 2024.

Tourism cooperation has become a cornerstone of the partnership between China and Australia. This new strategic partnership will further amplify Australia’s tourism presence in China and foster mutual cultural appreciation, ushering in a new chapter for tourism cooperation.