Tourism Australia Signs A New Landmark Mou With China Media Group To Strengthen Its Travel Promotion And Deepen The Cultural Ties Between Australia And China

Wednesday, July 16, 2025

In a important assistance for bilateral tourism and taste exchange, Tourism Australia and China Media Group (CMG) signed a two-year Memorandum of Understanding (MOU). In a typical ceremonial organized astatine nan esteemed Great Hall of nan People, Beijing, nan strategical MOU useful towards enhancing Australia’s tourism beingness successful China, deepening taste exchanges, and generating further recreation exchanges betwixt nan 2 nations.

Strategic Cooperation Observed by Top Leaders

The arena was honored by Australia’s Prime Minister, nan Hon Anthony Albanese, which underscores nan strategical value of this agreement. It was jointly signed by Robin Mack, Tourism Australia Executive General Manager Global Markets and Business Events, and Shen Haixiong, President of China Media Group. This high-profile endorsement serves arsenic grounds to nan communal will to beforehand bilateral tourism relations and taste exchanges.

Strengthening Australia’s Brand for Tourism successful China

The MOU establishes a powerful, semipermanent practice level that will importantly boost Australia’s tourism marque consciousness among Chinese travellers. Beyond nan regular promotional model, nan business will use culturally-resonant storytelling tools, resulting successful much engagement, establishing powerful marque loyalty, and instilling encouragement for Chinese travellers to sojourn Australia.

General Media Cooperation

Leveraging China Media Group’s tremendous ecosystem of media, this collaboration will create diverse, compelling contented that poignantly showcases Australia’s unsocial recreation experience. Through CMG’s extended TV, radio, digital, and societal networks, this collaboration will scope wide audiences comprehensively pinch effective messaging aimed uniquely astatine Chinese audiences.

Novel and Tailor-Made Methods of Communication

Robin Mack emphasized innovative communications tailored to Chinese preferences, pointing to nan worth of this MOU to assistance contented accumulation capacity. This strategical inaugural intends for sustainable improvement for Australia’s tourism market, genuinely appealing to Chinese visitors’ shifting aspirations and needs.

Revealing Australia’s International Tourism Campaign

One of nan notable programs nether this statement is nan unveiling of nan caller section of Tourism Australia’s world campaign, “Come and Say G’day.” China was meticulously selected arsenic nan first marketplace of nan campaign, scheduled for August, because of nan country’s value arsenic Australia’s apical tourism market.

Revealing Australia’s Unique Offerings The associated programming will dwell of diversified programs, for instance, specially produced characteristic programs of Australia’s unique earthy landscapes, vibrant multicultural society, and lively lifestyle. Such programming is intended to stimulate affectional attachment and animate much taste understandings among Chinese audiences, importantly expanding their walking experiences and inspiring them to sojourn Australia.

Strong Performance of China Tourism

China is simply a captious tourism marketplace for Australia, delivering outstanding capacity and important economical contribution. Chinese visitation came to 860,000 for nan 12 months done to March 2025, generating a staggering AUD 9.2 cardinal tourism income. This was a patient 26% year-on-year increase, largest of each awesome root markets.

Further information from Trip.com Group confirms nan lasting fame of Australia, locking up Australia for Chinese travellers nan astir long-haul desired gateway for nan 2025 Lunar New Year play and holding nan astir Southern Hemisphere desired destination for nan almanac twelvemonth 2024.

Long-Term Economic and Cultural Benefits

Cooperation connected tourism matters now features prominently successful China-Australian ties, acting arsenic a valuable level for knowing and taste exchange. This MOU demonstrates strategical alignment, which serves to augment Australia’s visibility among China’s increasing outbound tourism market, bringing semipermanent economical and taste use for nan 2 nations.

By fostering much engagement done innovative modes of storytelling and culture-relevant content, this practice contributes to broader objectives of world diplomacy and taste exchange, assisting towards greater comprehension and much unchangeable bilateral relationships.

Future Prospective for China-Australia Tourism

Tourism Australia and China Media Group MOU is simply a historical breakthrough of world tourism cooperation, positioning Australia good to summation substantially from China’s quickly increasing outbound tourism market. This strategical statement not only promises near-term returns done accrued tourism arrivals, alongside accrued marque exposure, but much importantly, paves nan measurement for semipermanent taste speech and sustainable tourism improvement betwixt China and Australia. As this groundbreaking statement comes to realization, we embark connected a caller and breathtaking section of Australia’s tourism improvement connected nan world stage.