A radical reshaping is taking place in Australia’s lucrative tourism market, with tourism operators partnering with leading Chinese brands in an attempt to become “China Ready” for Australia’s fastest growing and most cherished market.

It’s a market with an impressive annual 12 percent growth and one that by 2020 is expected to contribute up to 9 billion dollars U.S. dollars annually to the Australian economy.

Tourism Australia and State tourism partners like Destination New South Wales (DNSW) entered into a cooperative marketing deal in 2012 that will see more than 9 million A.U. dollars invested in 2013 with China’s largest and fastest growing international airline, China Southern Airlines.