Tourism Australia hosted ‘Restaurant Australia’ launch event in China

SYDNEY, 2014-11-6 — /Travel PR News/ — ‘Restaurant Australia’ whet China’s growing appetite for travel Down Under at a launch event for 400 influencers in Shanghai showcasing the best of Australia’s food and wine.

Held at the Kerry Hotel in Shanghai on 30 October, the event was attended by Her Excellency Ms Frances Adamson, Australian Ambassador to the People’s Republic of China, along with more than 130 Chinese media as well as trade, industry and STO representatives.

The launch included a premium wine tasting followed by a dinner featuring a menu created by Hamish Pollitt (Executive Chef of ‘M on the Bund’) of freshly shucked Australian Pacific oysters, lobster from Western Australia, Australian Wagyu Beef, Murray River Cod, M’s famous Pavlova, and Haigh’s salted chocolate truffles.

Tourism Australia’s Managing Director John O’Sullivan said the ‘Restaurant Australia’ launch received an overwhelmingly positive response from Chinese travel trade and media.

Mr O’Sullivan, who spoke at the event, emphasised China’s importance for Australia’s visitor economy highlighting the upcoming 2015 AFC Asian Cup as an ideal time for Chinese travelers to visit and support their team.

He also promoted the upcoming ‘Invite the World to Dinner’ phase of the campaign which will see more than 80 key media and influencers – including 10 from China – in Australia on a familiarisation program to experience our food and wine first-hand, culminating with a gala dinner on 14 November at MONA in Tasmania.

“Australia’s food and wine is one of our best kept secrets,” said Mr O’Sullivan, citing research that shows visitors from China rate Australian food and wine experiences much higher once they have visited and know first-hand how good it is.

The ‘Restaurant Australia’ launch event in China was hosted by Tourism Australia in partnership with Tourism Western Australia, China Eastern Airlines, Austrade, M on the Bund and Ultimate Winery Experiences of Australia.

‘Restaurant Australia’ news is available on the ‘Restaurant Australia’ content hub.

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