Chinese tourist in Chinatown, Adelaide


adelaide logoAdelaide City Council is part of South Australia’s Capital City Committee, and is a champion for converting the growing ‘new’ Chinese visitor for local CBD businesses.

This is the first such initiative linking tourism and economic development, in Australia.

With well-established relationships with city businesses, and a strong focus in growing its international visitor market, Adelaide City Council is a key partner in the Welcome Huanying (欢迎) program.


Australia China Business Council Founded in 1973, ACBC actively promotes two-way trade and investment, economic cooperation, and understanding between the business communities of Australia and China.

ACBC plays an influential role as an adviser to the Australian Government on commercial relations with China. With a National Office, and seven Branch Offices, ACBC provides regular business-focused activities for our members. The Australia China Business Council has close links with expatriate groups in China, including AustCham Greater China, as well as local Chinese business groups and officials.


Sinosphere is an Adelaide-based marketing consultancy servicing clients in tourism, trade & investment. With offices in Shenzhen (Guangdong Province) and Qingdao (Shandong Province), China, Sinosphere’s in-market experience with the ‘new’ China over the past 3 years identified knowledge gaps in the local Australian market. There is still limited understanding of this important new customer in Australia.

Tourism, Education, Health, Trade & Investment are all important inter-related elements in the new Visitor Economy.

Mainland Chinese have had very little exposure to Australia, as Google (YouTube), Facebook and Twitter are all blocked.

Putonghua (普通话) is their official common language, (Cantonese in the South), and Mandarin the official script. Chinese characters all have meanings, and the tone of the character and combination of characters together, change the meaning. It’s tough to learn, as English is for them. So to help these new visitors understand more about what we have to offer, some effort is needed to communicate better.

Hence, the Welcome – 欢迎 project.

Sinosphere also saw a need for a practical education program for time-poor tourism and hospitality operators. Sinosphere created the BaJing tour platform, and the Welcome Wechat service account, to facilitate learnings from a pilot program for Local Government.

Australia China Business Council’s purpose is to improve business capacity in Australia for trade & investment with China.

Better understanding = Better outcomes = Better job prospects for those in the growing services economy of Tourism and Retail.

With a vision to make Australia the most Welcoming destination for Chinese visitors, Sinosphere is working with key partners, Adelaide City Council and Australia China Business Council, to implement the program.

Sinosphere’s local Chinese-speaking staff, and selected interns from local Universities, are working with other ACBC member organisations (video, printing, language training), to deliver on the pilot.

To participate in this or future programs, please register your expressions of interest here.