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Australian tourism looks to Asia -

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EMMA ALBERICI, PRESENTER: Australia's tourism industry leaders gathered in Canberra today to discuss marketing and strategy and the talk was mostly about China. While official figures reveal the lower dollar and cheap flights are attracting record numbers of overseas visitors, the industry sees the greatest potential in attracting more tourists from the world's most populace country.

EWAN GILBERT, REPORTER: It's a familiar message but aimed at a different audience.

Last year around 700,000 Chinese tourists flocked to Australian shores, splashing more than $4 billion across the economy.

But within six years it's hoped that will be closer to $20 billion.

ANDREW MCEVOY, TOURISM AUSTRALIA: It's not just numbers, it's also value, the Chinese consumer is the highest spending consumer we get, they spend on average over $7,000 each.

EWAN GILBERT: The trick now for the sector is to direct more of that down under and for that Tourism Australia today recruited the advice of someone with their finger on China's pulse.

ANGELICA CHUNG, VOGUE CHINA: The timing for Australia to start promoting the country and the culture and the lifestyle has never been better because now you are speaking to people who want to be spoken to.

EWAN GILBERT: Over the past few years the rise of the rich and the equally aspiring middle class have seen the appetite for luxury holidays, products and experiences take off.

ANGELICA CHUNG: We are not naturally flashy people, as a nation, but of course the sudden boom of whole luxury was overwhelming.

EWAN GILBERT: For many Australian businesses that requires a rethink. According to Angelica Chung and Tourism Australia the old preconceptions of what Chinese want need to go out the window. Less China Town and casinos and more fine dining, clean air and environment.

ANGELICA CHUNG: China has become a more sophisticated market than a lot of people think.

EWAN GILBERT: Tourism Australia will spend a record $200 million on advertising again this year, much of it in China.

ANGELICA CHUNG: I feel that it will go on for quite a long time. In the grand scheme of things it's only the starting point. Every day there are new people waking up to this whole new world.

EWAN GILBERT: It's a romantic notion, only with a billion dollar pay off.