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

In great news for both nations, Tourism Australia and China Media Group (CMG) today announced an ambitious new partnership designed to supercharge Chinese and Australian tourism to the benefit of both countries. The signing took place in the name of the Great Hall of the People in Beijing, with Australia’s Prime Minister, the Hon. Anthony Albanese, in attendance as the historic moment was witnessed. The agreement was signed by Tourism Australia’s Executive General Manager of Global Markets and Business Events, Robin Mack, and CMG President Shen Haixiong and is a major step towards enhancing the bilateral relationship between the two countries.

The two-way partnership with Tourism Australia is primed to maximise the strengths of both parties. CMG, the influential state-run Chinese media conglomerate, already has strong operations in television, radio, digital, and social media. Their global influence is an opportunity for how we tell the story of Australia’s tourism, and through this partnership, we will showcase Australia’s tourism offering in culturally and experientially relevant ways with potential Chinese travelers.

New Stage of Tourism Promotion and Cultural Exchange

“When we are creating content for European audiences or North American audiences, we are creating content that will engage them on an emotional level and a cultural level,” she says of the agreement, which will stretch beyond the typical partnership and focus on content that is emotionally compelling and culturally rich for a Chinese consumption base. The collaboration will seek to bring to life Australia’s unique experiences, such as its iconic natural environments, rich multicultural society, and active lifestyle. With access to CMG’s full media ecosystem, the China-Australia collaboration hopes to maximise the visibility of Australia’s tourism products and services, building a more emotional relationship with the Chinese public.

Robin Mack, Tourism Australia’s Executive General Manager Global Markets & Business Events, hailed the cooperation as exciting: “In the company of our Prime Minister, we are thrilled to be launching this strategic partnership with China Media Group. China is a key market for us, and we will continue working on creating new communication ways to meet the preferential travel models of the Chinese. With this collaboration, we are going to boost content production and enable continuous growth of the tourism industry.”

A Focus on Chinese Travelers as a Strategic Customer Segment

The company is looking to engage Chinese travelers with creative content that resonates with their tastes and cultural curiosity. Feature programs will be created to reflect the diverse appeal of Australia, including its stunning natural beauty, such as the Great Barrier Reef and Uluru, and the cosmopolitan nature of its destinations, including Sydney and Melbourne. The upcoming ‘Come and Say G’day’ international campaign, launching in August, will be the ideal platform for the venture. China will be the launch market for this second phase of the campaign, reinforcing the country’s status as a priority destination of Tourism Australia’s growth aspirations.

Tourism Australia’s Growth in China

China is still one of Australia’s biggest and most important tourism markets. Chinese visitor numbers to Australia had reached 860,000 in the 12 months to March 2025, bringing some $9.2 billion to the Australian economy. Other major tourism markets would, however, not grow as fast, with the market expanding by an impressive 26 percent year-on-year, the fastest growth amongst all the major tourism markets. This impressive level of growth reflects the desire for Australian travel experiences from Chinese visitors.

The partnership with China Media Group will help capitalise on this momentum by raising the profile of Australia in China. Trip. com Group data, Australia was the most-desirable long-haul destination for Chinese travelers to head to over the 2025 Lunar New Year peak period, securing Australia’s good air links with China as the leading Southern Hemisphere destination for Chinese tourists. With its irresistible attraction, Australia is still appealing to Chinese travelers, so it will be a priority market for the future tourism campaign.

A Landmark in Bilateral Cooperation

Tourism is a backbone industry in China-Australia cooperation and will help drive the future development of bilateral ties. The strategic partnership embodies the friendly exchanges between the two countries and will help to develop stronger people-to-people bonds through travel. As the tourism industry around the world recovers, this partnership will help ensure Australia continues to be the destination of choice for Chinese visitors.

Through the course of the partnership, both organizations anticipate producing new, compelling content together for CMG’s media platforms. It will promote the distinctive travel experiences that Australia provides and present the must-see attractions from the Chinese cultural perspective. Featuring TV specials to digital content created through the partnership will provide the Chinese market with rich and engaging content to motivate them to travel to Australia.

Prospects For a Shiny Future in Tourism

This project paves the way for an exciting future of Australia-China cooperation in tourism. Through a commitment to new storytelling approaches and content creation, Tourism Australia and CMG are setting a new standard for fostering more meaningful cultural engagement and brand exposure in one of the world’s largest travel markets. While Australian “Come and Say G’day” is about to enter a new stage, the collaboration with China Media Group is set to play a crucial role in driving visitation from China, growing deeper cultural links, and bolstering a position for Australia as one of the world’s top travel destinations.

Tourism can connect countries, and following this strategic partnership between Tourism Australia and China Media Group, a new chapter of tourism cooperation between the two countries in the next ten years is expected.

Not only does this partnership bode well for Australia’s tourism potential, but Chinese visitors now have the opportunity to immerse themselves in, and experience firsthand, everything Australia has on offer, from its vibrant culture to picture-perfect vistas. With the tourism industry on the rebound, and as it continues to expand, efforts such as these are what inspire a more closely connected world, all through the magic of travel.

(Source: Government press releases, Tourism Australia, China Media Group, travel industry reports, cultural exchange programs)

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