‘Come and say G'day': Anthony Albanese revamps iconic Aussie tourism campaign in pitch to Chinese holidaymakers
The Prime Minister landed in China's biggest city on Saturday, kicking off an unusually lengthy state visit at the invite of counterpart Li Qiang.
Mr Albanese hopes to convince the Chinese that Australia has more to offer than the world's best tariff-free beef and lobster, amid the spectre of an increasingly militaristic regional rivalry looming large over the Australia-China relationship.
But Mr Albanese appears otherwise keen to focus on other areas, such as the billions of dollars vacationing Chinese pump into Australia's thirsty tourism sector.
He is expected to sign a deal with Chinese travel giant Trip.com to promote Australia as the place to see.
The 'Memorandum of Understanding' between Trip.com and Tourism Australia - our peak government agency promoting Australian travel destinations - will come with a revamp of the 'Come and Say G'day' ad campaign.
Like the original campaign in 2022, it will star Rosy the Kangaroo welcoming Chinese tourists to Australia.
It will also feature Yu Shi, a young A-list actor leading an explosive career since his 2023 break-out role in a major Chinese epic fantasy franchise.
'Not only is Australia's beef, barley, red wine and lobster the best in the world – we're the best place in the world to come for a holiday,' Mr Albanese said.
'Expanding our tourism relationship with China will mean more jobs for Australians and a boost to Australian businesses.'
Chinese holidaymakers are Australia's highest-paying visitors.
Making up some 860,000 visits, tourists from mainland China splashed a whopping $9.2bn in the 12 months to March, according to official figures.
Both the number of visits and the amount spent were up on March 2024 figures by 26 per cent and 28 per cent respectively.
Still reeling from the Covid-19 pandemic and blindsided by devastating natural disasters in recent years, it is a welcome trend for Australia's tourism industry.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
News.com.au
an hour ago
- News.com.au
What is the best workplace change of the 21st century?
Since the start of the 21st century Australia's work landscape has undergone a number of monumental changes. If you compare a typical Aussie office worker from 25 years ago to now, there are many undeniable differences, from the way work is completed, where the work is done and even those surrounding them in the workplace. With so many major changes over the years, it is hard to choose which has been the most transformative to our workplaces. Our 25@25 series will finally put to bed the debates you've been having at the pub and around dinner tables for years – and some that are just too much fun not to include. For example, the Covid-19 pandemic and subsequent lockdowns rapidly transformed where we work, with millions of Australians ordered to work from home. As a result, remote and hybrid work has now become the norm for a lot of Aussies who had previously only ever known working in an office full time. Work-life balance has become an increasingly important focus for workers, with the introduction of the Right to Disconnect and the four-day week movement gaining significant traction in recent years. Then there are other changes, like companies favouring open plan offices over cubicles and casual work attire becoming more acceptable. Another major transformation has been the rise of women in leadership roles, with leadership specialist, Amy Jacobson, noting it has been 'both frustrating and fascinating to watch'. Speaking to the author of The Emotional Intelligence Advantage, said we have now passed through the 'frustrating' era where female leaders felt like they had to act like 'one of the boys' to fit in. 'Resulting in unauthentic and at times defensive leadership, along with the abhorrent female quota tick-a-box that seemed to consume workplaces as a first reaction,' she said. 'Workplaces are shifting with an increased focus in areas such as emotional intelligence, diversity and inclusion and with these changes we are seeing more genuine female leaders being comfortable to own who they are and be true to their own leadership style.' Ms Jacobson said this change has also resulted in increasing confidence among women in the workforce. The leadership specialist named the introduction of the Right to Disconnect as another game changer for workplaces across the country, saying it signifies a 'fantastic shift' in our mindset when it comes to work. The law, which came into effect in August 2024, gives employees the right to refuse contact outside of their working hours. Staff are not required to monitor, read, or respond to contact from an employer or third party – within reason. 'With so many people pouring endless hours into work, the real measure of success in life had become disjointed. Success isn't measured by job titles, pay packets and other materialistic things,' Ms Jacobson said. 'True success is happiness, and happiness means a healthy life balance between all our priorities. The realisation that the choice lies with us on how we prioritise our lives and choose to spend our time.' Recruitment specialist Roxanne Calder said there are a number of changes that have made work 'more human' over the years, with one being salary discussions becoming more open. Speaking to the Earning Power author said there is no doubt that salary transparency has 'shifted power dynamics' within the workplace. 'It is harder to ignore or, in some cases, justify pay gaps when information flows freely, forcing organisations to align compensation with contribution rather than bias or legacy,' she said. 'This openness has also built trust. Ultimately, it challenges leaders to explain not just how they pay people, but why.' Another change that Ms Calder said has 'forever redefined the way we look at productivity' is remote work, challenging the myth that you can only perform well if you are sitting at your desk in an office. She noted this has been a test of trust for organisations, forcing many to shift the way performance is measured, rather than relying on physical presence as a barometer for how much work a person is putting on. 'If done well, remote work can create workplaces that are not only more efficient but also more humane, valuing results and wellbeing together,' she said. Speaking of productivity, Donna McGeorge, author of the It's About Times series, said the rise of AI within the workplace has been a 'game changer'. The productivity specialist told that, if used correctly, the new technology can give employees time back for more meaningful and high value work. 'Email drafting and meeting summaries are the most obvious places to start,' she said. Other changes like open plan offices have also helped encourage collaboration and more dynamic communication, which can then lead to more productive working relationships between colleagues. 'The best open plan offices balance it out with purpose built spaces for collaboration and quiet spaces for deep work,' Ms McGeorge said. She added that all the changes we have seen over the years are 'signs we're redesigning work to work better for humans'.
Perth Now
2 hours ago
- Perth Now
PM urges work on green steel over red wine in China
Prime Minister Anthony Albanese will raise Australian concerns over Chinese steel dumping as he urges industry leaders from both nations to work together to develop low-carbon steel production methods. At a roundtable of Australian iron ore producers and Chinese steelmakers in Shanghai on Monday, Mr Albanese will call on China to address an oversupply of steel in the global market. Excess Chinese steel production - the result of prolonged economic stimulus and weak domestic demand - has flooded the international market in recent years, squeezing producers in places such as the US and Europe, and precipitating allegations of dumping. Australia imposed anti-dumping duties on steel imports from China but the World Trade Organization found they were improperly applied. Mr Albanese knows Australian miners - and government revenue streams - are vulnerable to a downturn in the iron ore price. "As both countries co-operate to advance decarbonisation, we also need to work together to address global excess steel capacity," he will tell the roundtable on Monday morning. "It is in both countries' interests to ensure a sustainable and market-driven global steel sector." It's hard to overstate the Australian economy's dependence on the Chinese iron ore trade. China is by far Australia's largest export destination and iron ore is by far the largest component. In 2024, Australia shipped $104.8 billion worth of the ferrous metal to China - about a sixth of the total value of exports to all trading partners. In addition to Chinese oversupply, the iron ore industry faces another long-term challenge - climate change. Turning iron into steel is a highly carbon-intensive process, accounting for seven to nine per cent of global emissions. Efforts to create green steel are under way but scalability remains a challenge. "Steel decarbonisation presents a range of challenges," Mr Albanese will say. "What we need are enabling policy environments, extensive investments in research to develop new technologies and collaboration across academia, industry and government." With leaders from iron ore giants Rio Tinto, BHP, Fortescue and Hancock in the room, Mr Albanese will pay tribute to the green steel projects those firms have under way. Representatives from a host of Chinese steelmakers will also be present, including Qiu Yinfu, the general manager of Shougang, which is working with Rio on developing green technologies such as low-carbon sintering and blast furnace optimisation. Later on Monday, Mr Albanese will deliver a speech to a high-level business lunch before flying to Beijing for the next leg of his six-day tour. Australian red meat, rock lobster and red wine will be served at the lunch - three menu items that have found renewed favour in China after Beijing lifted trade sanctions on more than $20 billion worth of Australian imports. Mr Albanese will again reiterate the importance of interpersonal relationships between Australian and Chinese business leaders and ongoing dialogue in maintaining positive relations. "There is no fixed model for a stabilised relationship," he will say. "Our job is to make sure that we manage our relationship so that we can contribute to regional and global peace and prosperity."
News.com.au
7 hours ago
- News.com.au
PM pushes Australian ore in China as steelmakers stare down decarbonisation
In a display of classic supply and demand salesmanship, Anthony Albanese will flaunt Australian iron ore at a roundtable with China's biggest steelmakers on Monday. The country's behemoth construction industry has slowed in recent years, fuelling fears a downturn in steel production could smash demand for Australian iron ore and threaten jobs as well as the national bottom-line. Both countries have also committed to cleaning up big polluting industries in line with their broader climate goals. With Australia the world's largest iron ore producer and China Australia's top customer, the Prime Minister will make the case for closer co-operation. 'I'm pleased to be here for an important discussion between Australian iron ore miners and Chinese steelmakers,' Mr Albanese will tell the roundtable, according to speech extracts seen by NewsWire. 'Australia and China's iron ore and steel sector partnership has contributed to both countries' economic development for decades. 'Australian miners are reliable and stable suppliers of iron ore, responsible for almost 60 per cent of China's iron ore imports. 'That iron ore goes into Chinese steel production which accounts for over 50 per cent of global supply.' BHP, Hancock, Rio Tinto and Fortescue will all be seated at the roundtable, with Twiggy Forrest among the executives showing up. Nearly 145,000 Australians work in the metal ore mining industry, according to the latest official figures. In 2024, iron ore exports alone were worth north of $150bn. But it is a dirty business in a world scrambling for greener options. 'Steelmaking value chains are also responsible for 7 to 9 per cent of global emissions,' Mr Albanese will say. 'Achieving the goals of the Paris Agreement will require the decarbonising of steel value chains, presenting an opportunity for Australia and China to progress our long-term economic interests.' Mr Albanese will raise the 'challenges' of steel decarbonisation, but aim to reassure both the Australian mining chiefs and the Chinese steel bosses that Australia is willing to front up the cash investments and tweak policies. 'What we need are enabling policy environments, extensive investments in research to develop new technologies, and collaboration across academia, industry and government,' he will say. 'Australia and China each have major stakes in how the decarbonisation efforts develop. 'As both countries co-operate to advance decarbonisation, we also need to work together to address global excess steel capacity. 'It is in both countries' interests to ensure a sustainable and market-driven global steel sector.' Later on Monday, Mr Albanese will have a lunch with Australian and Chinese business leaders. Both roundtables are key parts of his six-day diplomatic and big business blitz in China. Against a backdrop of an increasingly militaristic regional rivalry with Beijing, Mr Albanese has been keen to reframe the bilateral relationship in friendlier terms, such as tariff-free trade.
