Tourism chiefs target Chinese travellers

Travel chiefs in Australia are keen to attract a greater number of Chinese tourists to the country.

Tourism Australia has launched the latest stage of its global marketing campaign in Shanghai at a huge cost of $180 million over the next three years.

China continues to be Australia's largest market for holidaymakers and it is hoped this latest drive will encourage more people to spend their overseas travel money down under.

At the moment, residents of the Asian country are only getting 0.15 Aussie dollars for one Chinese yuan and businesses will be competing with each other to attract new trade.

Managing director at Tourism Australia Andrew McEvoy said the "There's Nothing Like Australia" campaign has been a resounding success since it was first launched in 2010.

It features many of the nation's most recognisable tourist attractions, including the Great Barrier Reef and Sydney Harbour.

"Now is the right time to evolve the campaign to remain competitive and long lasting in a fast-changing global tourism environment," he remarked.

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