The Australian government is introducing a new campaign to promote Australian tourism, trade and investment opportunities to the rapidly growing Chinese market, according to a statement released Monday by the Prime Minister Julia Gillard's press office.
The Australia Week in China campaign will be based in Shanghai in 2014, with an aim of boosting Australia's reputation as a world leading destination and a valuable tourism, trade and investment partner, the statement said, quoting Julia Gillard's speech in Shanghai, China.
The announcement was made during the prime minister's five day visit to China.
The 1.75 million Australian dollar (1.82 million U.S. dollar) initiative will feature a range of events and activities including a campaign to attract more Chinese tourists to Australia, cultural activities showcasing contemporary performing and visual arts, a gala dinner in Shanghai and investment activities including targeted meetings with potential Chinese investors.
It will be held in the second half of 2014 to coincide with Tourism Australia's Greater China Travel Mission, which is expected to attract more than 120 Australian tourism operators.
The Australian government will be seeking to partner with the private sector as well as state and territory governments.
China is now Australia's biggest trading partner as well as its most valuable inbound tourism market.
A total of 625,000 Chinese visited Australia during 2012, up 16 percent from a year earlier.
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