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Reports on the international marketing campaign launched by Tourism Australia, the federal tourism organization formed as part of the Australian government's 2004 Tourism White Paper initiative. Plans to focus in 2005 on the markets where the potential for inbound visitor growth is strongest in volume and yield; Increase in the number of visitors to Australia from China; Projected increase in the Chinese arrivals in 2005.

The article focuses on the expansion of car seat maker Futuris into China, which saw the release of its first car seats from China in April 2007. The author says Futuris could be a great poster boy for the white paper released by Asian Century, who emphasized on the need for new business models and new mindsets for Australian companies. Futuris chief executive Mark de Wit says Australians could have a bigger advantage if they learn Chinese business culture and their language.