A new campaign to promote Australian tourism, trade and investment opportunities in the rapidly growing Chinese market is planned for Shanghai following the success of the ''G'Day USA'' program.
Australia Week in China will be held in the country's commercial and financial capital in 2014 to further boost Australia's reputation as a world-leading tourism destination and a valuable trade and investment partner.
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The announcement was made in Shanghai during a five-day visit by the most senior Australian government delegation ever to visit China, our biggest trading partner.
The week will include a campaign to attract more Chinese visitors to Australia, cultural activities showcasing contemporary performing and visual arts, a gala dinner in Shanghai and meetings with potential investors including in the innovation, clean energy and infrastructure sectors..
It will be held in the second half of 2014 to coincide with Tourism Australia's Greater China Travel Mission, which attracts more than 120 Australian tourism operators.
A record 625,000 Chinese visited Australia in 2012, up 16 per cent on 2011.
Australia Week in China will support our already comprehensive approach to the Chinese market.
The $1.75 million initiative is among a number of activities the government is undertaking to expand our relationship with China as outlined in the Australia in the Asian Century white paper and Tourism 2020.
The government launched the China 2020 strategic plan in June 2011 in a bid to be part of the huge tourism opportunity.
About 70 million Chinese travelled overseas in 2011.
An increase in demand for flights between Australia and China has prompted a number of international carriers to enter the market, including Qantas, Jetstar, Air China, China Eastern, China Southern and Sichuan Airlines.