The Australian Open and iconic Australian destinations are on show as a group of influential Chinese travel media explore Australia.

The media personalities and social influencers, who have a combined audience of nearly 4 million, have been immersing themselves in famous Australian experiences in New South Wales and Victoria over the last week.

Facilitated by Tourism Australia, Visit Victoria and Destination New South Wales, activities included surfing at Bondi Beach, climbing the Sydney Harbour Bridge, hiking the Blue Mountains, cruising the Great Ocean Road, hot air ballooning, discovering Melbourne’s hidden laneways and watching the world’s top tennis players at Rod Laver Arena.

These prominent journalists experienced some of Australia’s iconic attractions, sharing their holiday stories with their followers in China.

Promoting authentic and personal stories from global influencers ensures Australia receives ongoing exposure and media coverage in key tourism markets like China, and remains a desirable destination at the forefront of travellers’ minds.

Tourism Australia’s International Media Hosting program is one of many initiatives that support the Australian Government’s ongoing Tourism 2020 Strategy, which aims to grow international overnight visitor expenditure to between $115 and $140 billion by 2020.

China is Australia’s most valuable tourism market, with Chinese visitors spending over $10 billion in Australia in the last 12 months, up 13 per cent on the previous year. Chinese visitor numbers have also continued to climb to a record 1.22 million, just shy of our largest arrivals market of New Zealand, which saw 1.23 million arrivals for the period.

The Turnbull Coalition Government recognises the potential of China, as Australia’s fastest growing tourism market, and has delivered record funding to Tourism Australia to fuel this growth.

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