In a landmark move that promises to reshape the future of bilateral tourism, Tourism Australia and China Media Group (CMG) have signed a strategic partnership agreement to elevate cultural storytelling and deepen travel ties between Australia and China. The signing took place at the iconic Great Hall of the People in Beijing, witnessed by Australia’s Prime Minister, The Hon. Anthony Albanese, highlighting the diplomatic and cultural importance of the collaboration.
The agreement, signed by Robin Mack, Executive General Manager of Global Markets and Business Events at Tourism Australia, and Shen Haixiong, President of CMG, signals a new era of destination marketing through compelling Chinese-centric narratives and immersive content. This collaboration is set to leverage CMG’s extensive global media network—spanning television, radio, digital, and social media platforms—to reach millions of potential Chinese travelers with authentic stories about Australia’s diverse tourism offerings.
Unlocking Emotional and Cultural Storytelling
Tourism Australia is shifting its strategy toward producing emotionally engaging and culturally nuanced content that resonates with Chinese travelers. Unlike traditional promotional materials, the new campaigns will emphasize Australia’s iconic natural landscapes, rich Indigenous heritage, multicultural cities like Sydney and Melbourne, and its laid-back lifestyle—packaged in storytelling formats tailored for the Chinese market.
Robin Mack emphasized, “We are thrilled to be launching this strategic partnership with CMG in the presence of our Prime Minister. This is more than just tourism promotion—it’s about creating new narratives that connect deeply with Chinese travelers.”
CMG will support the campaign through a series of feature programs, documentaries, and social media content, providing a comprehensive multimedia strategy that will spotlight destinations such as the Great Barrier Reef, Uluru, and vibrant urban centers.
‘Come and Say G’day’ Campaign Enters Second Phase
The upcoming ‘Come and Say G’day’ global campaign, set to launch its second phase in August 2025, will make China its primary launch market. This strategic decision reflects the significance of Chinese travelers as a vital segment in Australia’s tourism recovery and growth trajectory.
This award-winning campaign, first launched in 2022, blends immersive storytelling with Australia’s national character and will now incorporate tailored elements that reflect Chinese traveler preferences, such as group tours, high-end travel experiences, and culturally sensitive itineraries.
Surge in Chinese Visitors and Economic Contribution
According to recent data from Tourism Research Australia, 860,000 Chinese tourists visited Australia in the 12 months leading to March 2025, contributing an estimated AUD 9.2 billion to the national economy. This represents a 26% year-on-year growth, the fastest among all major source markets, highlighting China’s rebound as a key inbound market.
Trip.com Group, one of China’s largest online travel platforms, ranked Australia as the most desired long-haul destination for Chinese travelers during the 2025 Lunar New Year period. This surge reflects not only Australia’s global popularity but also improved air connectivity and visa accessibility following post-pandemic recovery efforts.
Media-Driven Destination Branding
CMG’s involvement provides Australia with unmatched access to China’s domestic and international audiences. The partnership will involve cross-platform content, including television specials, online travel series, and user-generated content collaborations with Chinese influencers and travel bloggers.
This multi-layered storytelling approach is expected to create a more emotionally immersive and aspirational image of Australia, shifting focus from transactional tourism to transformational travel experiences.
In addition to traditional sightseeing, the content will also explore eco-tourism, Indigenous-led experiences, culinary tourism, and luxury stays, tapping into the evolving preferences of the Chinese middle-class and millennial traveler segments.
Bilateral Benefits and Cultural Diplomacy
Tourism continues to be a key pillar in Australia–China bilateral relations, promoting people-to-people connections, economic collaboration, and mutual understanding. As diplomatic relations stabilize and mature, the Tourism Australia–CMG partnership stands as a beacon for cultural diplomacy through travel.
Both countries see tourism as a tool for bridging cultural gaps and promoting shared prosperity. With Australia’s tourism sector accounting for more than 3% of its GDP and China being one of the largest outbound travel markets in the world, the timing of this partnership is both economically and diplomatically significant.
Future Outlook: Deeper Engagement and Innovation
The long-term vision of the partnership includes the co-creation of digital travel tools, AI-powered translation support, and VR experiences that allow Chinese travelers to preview destinations before booking. These innovations align with Tourism Australia’s 2030 Strategy, which emphasizes sustainable growth, tech-driven marketing, and diversified source markets.
The initiative is also aligned with China’s Ministry of Culture and Tourism’s goals to diversify outbound tourism destinations and promote culturally enriching travel experiences. By positioning Australia as a destination that offers more than scenery—one that offers emotional and cultural depth—this partnership redefines how countries can collaborate in the tourism space.
As the world’s travel industry continues to recover and reinvent itself post-pandemic, the strategic cooperation between Tourism Australia and China Media Group is a powerful reminder of tourism’s unique ability to connect nations, foster understanding, and create sustainable prosperity. With Chinese tourists increasingly seeking personalized, meaningful experiences, Australia’s new approach—rooted in storytelling, culture, and authenticity—could make it the Southern Hemisphere’s most desirable destination for years to come.
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