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With Tourism Australia's $125 million global ad campaign that launched in China last week, Chinese tourists are being wooed to return to a holiday destination they generously patronised before the pandemic. Will Australia get the bang for its buck?

New zealandUnited kingdomWestern australiaGreat wallChina generalNew south walesJun wenChristine zhangCahyo candrawanDon farrellNicole gongPhilip harrisonGreat wall travel servicesService marketing at edith cowan universityAustralian bureau of statisticsTourism australia