Managing Director Andrew McEvoy said Tourism Australia was very excited at the prospect of playing a leading part in ‘Australia Week in China’ next year.

“The concept has worked well for Australian tourism in America, with G’Day USA, and makes a lot of sense when you consider that China is now our fastest growing and most valuable inbound tourism market,” he said.

“Off the back of the hugely successful launch of our global campaign in Shanghai last year, we have the significant advantage of pushing at a door which is already open, with the Chinese ranking Australia number one on their international holiday ‘wish list’.

“We look forward to working with the government, industry and our state and territory partners to develop a program for the week which will drive tourism from China and support our China 2020 Tourism Plan,” Mr McEvoy said.

Australia Week in China 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.