Tourism Australia and China Media Group Sign Deal

Tourism Australia, the Australian government’s international tourism promotion agency, and China Media Group (中国中央广播电视总台, CMG) signed a two-year Memorandum of Understanding in July 2025 at the Great Hall of the People in Beijing, witnessed by Australian Prime Minister Anthony Albanese. The agreement, formalized by Tourism Australia’s Robin Mack and CMG President Shen Haixiong (慎海雄), established a framework for co-creating tourism content across CMG’s television, radio, digital, and social media platforms. The partnership aimed to enhance Australia’s brand recognition in China through culturally attuned storytelling, featuring Australia’s landscapes, multicultural communities, and lifestyle. The collaboration supported Tourism Australia’s “Come and Say G’day” campaign launch in China that August, during a period when Chinese visitor numbers reached 860,000 annually, generating $9.2 billion in tourism expenditure with 26 percent year-on-year growth.