Greig McAllan said that Hong Kong is an excellent hub for tourists travelling to Australia
Brand Australia unveils "a different light" to capture the Greater China market

Tourism Australia has launched its new "Australia: A Different Light" brand campaign in Hong Kong, recognised as a key hub for inbound tourism to Australia from China and Taiwan.

"Hong Kong is a very important part of the world for us," said Tourism Australia's general manager Greig McAllan. "It is a critical aviation hub for travellers to Australia. It has world-class infrastructure, the highest number of multinational companies in this region, allowing Australia to develop business tourism. And of course, speaking English is not a problem!"

"Australia has many special assets that Asians want to experience. We have a country that has the capability of attracting many overseas visitors due to its outstanding natural beauty. It has a lot to offer in food and wine, literature, music, poetry and painting," said Mr McAllan. "Australia is also well positioned to offer a variety of ideal short break options. The mix of vibrant cosmopolitan cities with a range of shopping and dining experiences appeals greatly to the Hong Kong market."

The initiative comes as flying frequencies between Hong Kong and Australia are set to double to 70 per week within the next 12 months as record number of visitors head down under from greater China.

Tourism Australia has based their Asian headquarters in Hong Kong for more than 15 years. Hong Kong is Australia's tenth largest inbound tourism market in terms of visitor numbers with more than 137,000 visitors heading down under last year, an increase of six per cent over 2003.

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