Australia's Tourism Victoria launched an A$8 million ($8.33 million) brand campaign on Thursday for the Chinese market as part of its 10-year tourism plan for the country.
The campaign aims to establish its long-term brand positioning in the Chinese market, build awareness and demand for outbound travel to Melbourne and Victoria, said Ted Baillieu, governor of Australia's Victoria state.
"We will invest more into the China market for tourism expansion in the future,"said Baillieu.
He said the launch of the campaign, focusing on three key cities in China -- Beijing, Guangzhou and Shenzhen in Guangdong province -- indicates a closer cooperation between the two countries in terms of tourism.
China has become the largest source of tourists to Victoria, which received 270,000 Chinese travelers last year, accounting for more than half of its foreign tourists.
"We expect an annual 11 percent increase in Chinese tourists through carrying out our tourism plan," said Baillieu.
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