THE IMPLEMENTATION OF CHINA 2020 STRATEGIC PLAN BY TOURISM AUSTRALIA AGENCY TO INCREASE TOURISTS FROM CHINA (2012-2016)

Abstract

Tourism has become an important component in the relations between countries; the tourism sector has great potential to contribute to the development of the State and the economic progress of a State through export revenue and expenditure from international visitors. Over time, tourism has opened up many jobs; contributed to building a good infrastructure, and can eradicate poverty. Australia is known as a country with beautiful nature, high quality of life, and a country with a tourist area that has the best performance that can compete well in the international region. Supported by these factors, Australia makes use of the tourism industry as an essential element for the development of the State, achieving its economic interests and national interests. To improve the country's revenue from the tourism sector, Australia established Tourism Australia as a National Tourism Agency, which launched the 2020 Tourism Plan to increase more international visitors, and launched the 2020 Strategic Plan of China that targets more Chinese visitors to visit Australia as their target market. The plans are launched to achieve their Tourism 2020 Strategy and achieve the national interest of the Australian State. This research uses the theory of Soft Power and Public Diplomacy as a perspective to analyze the implementation of strategies from Tourism Australia in increasing Chinese visitors to visit Australia. In Soft Power theory it is explained that the Soft Power is used by a State to influence other States to do something to achieve the State's objectives without resorting to violence or coercion and the concept of Public Diplomacy is one way that can be used to implement the Soft Power and achieve that goal. Tourism Australia has taken several steps in 2012-2016 such as, conducting research on consumer targets, organizing business events with other countries, creating exciting campaigns, utilizing the entertainment and sports industry to promote the country's tourism, developing the aviation sector, building strong relationships with all actors related to the tourism industry. In this research found that Tourism Australia has managed to make an increase in the number of Chinese visitors to visit Australia and achieve economic improvement from the State of Australia