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Project China

What is Project China?

Project China is a long-term plan to ensure the China market grows in a positive, sustainable way in partnership with the Queensland tourism industry. The plan will ensure the Queensland industry is ready to welcome more Chinese visitors and the experiences had by Chinese visitors are of high quality.

Download the information document here: Project China Information Document

Project China Timeline:
Activation of Project	27 June 2011
Industry Reference Group meetings	27 July 2011, 9 September 2011, 21 October 2011, March 2012
Launch of Discussion Paper	21 October 2011
Launch of Strategic Plan	2012
Release of Action Plan	2012

Project China is a long-term plan to ensure the China market grows in a positive, sustainable way in partnership with the wider Queensland industry. The implementation of the plan will ensure the Queensland industry is ready to welcome more Chinese visitors and deliver to them high quality experience. Click here to read a summary of the Project China Discussion Paper in Chinese (simplified).

Project China Discussion Paper:

Invitation to comment on the Project China Discussion Paper is now closed.

We thank you for your thoughts and comments regarding the Discussion Paper, they will add value to the development of the Strategic Plan 2012-2016.

Summary of Tourism Australia’s China 2020 Strategic Plan

China is Australia’s most valuable inbound tourism market. In 2010 the China inbound market contributed $3.26 billion to the Australian economy. By 2020, this market has the potential to contribute $7 to $9 billion annually

The five areas Tourism Australia will focus on to achieve China’s 2020 tourism potential and winning market share are: