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Final Participation Report – Executive Summary
This report provides an assessment of the impact and cost-effectiveness of Australia's participation in the 2010 World Exposition held in Shanghai, China (Expo 2010).
Key Points
The award winning Australian pavilion
- was Australia's largest single public diplomacy project abroad
- was delivered under budget and proved excellent value for money
- attracted 8.18 million visitors, exceeding targets
- was rated among the top five pavilions by its visitors
- was visited by 5 Chinese politburo members, 5 international heads of state/government and 25 Australian Commonwealth and State/Territory ministers and vice regal representatives
- strengthened perceptions of Australia as innovative, creative and dynamic
- elicited strong support from the corporate sector in Australia and China, although business outcomes will take time to emerge
- generated more than $10 million worth of positive media coverage in China; and
- was judged an unequivocal success by its stakeholders.
Background
Expo 2010 took place in Shanghai from 1 May to 31 October 2010, under the theme Better City, Better Life. Australia was one of 246 countries and international organisations, 80 urban best practise case studies, and 18 corporate pavilions. It was the largest Expo in the history of the Bureau International des Expositions.
The Expo attracted 73,084,000 visitors – over three times the number who visited the Aichi Expo in 2005 and breaking the previous record of 64 million visitors held by the Osaka Expo in 1970. An average of 397,000 people visited the Expo site each day, of which 94.2 percent were from China. On 16 October, 1,032,800 people visited the site, an all time record number of visitors to an expo.
With a project value of $83 million funded by a combination of public and private funds ($10 million from corporate and State/Territory governments), the pavilion was Australia's largest ever investment in an Expo. The corporate sector (ANZ, BlueScope Steel, Rio Tinto, Lend Lease, Qantas, Telstra), academic institutions (The University of Sydney and The Australian National University (ANU)) and state and territory partners provided cash and in-kind contributions ensuring a whole-of-nation presence.
The project was directed by the Department of Foreign Affairs and Trade (DFAT), with advice provided by a Steering Committee comprising DFAT, Austrade and the Department of Prime Minister and Cabinet; an Inter Departmental Committee of Commonwealth, State and Territory agencies; and a Project Advisory Group including platinum and gold sponsors and partners.
Reflecting the importance of its relationship with China, Australia decided in June 2006 to participate with a significant presence. Following open tender processes, five major contracts were awarded to undertake design, construction and maintenance; operations; media and communications; the cultural program and decommissioning. The project was delivered under budget, and to specifications.
Through a visually impressive pavilion, sophisticated exhibits, an extensive program of contemporary culture and the arts, and friendly interaction with bilingual Australian staff, the general public were introduced to Australia beyond the stereotypes. Australian technology informed audiences about Australia's responses to the challenges embodied in the Expo theme.
Working in tandem with the private sector, the business program provided a targeted means to enhance understanding of the breadth and depth of the Australian economy and boost interest in Australian products and services and two-way investment. 219 events demonstrating Australian creativity, innovation and commercial capability were attended by 16,000 guests.
Linking into the ongoing development of the bilateral relationship, the pavilion played host to significant government activities and major events, including 18 launches, 13 Memoranda of Understanding (MOU) signings, and 9 announcements. Major events included:
- the international launch of "Australia Unlimited";
- a Liveable/Sustainable Cities of the Future Forum;
- the Australian Financial Services Summit;
- Australia's Expo National Day;
- 10th China-Australia Higher Education Forum;
- 12th International Conference of Australian Studies in China;
- 30th anniversary of the signing of the Australia-China Science and Technology treaty;
- the inaugural Australia China Youth Dialogue; and
- the 4th Australia-China Joint Coordination Group on Clean Coal Technology.
In one of the largest concentrations of Australian artistic endeavour, the diverse, vibrant cultural program showcasing the talents of 767 performers bolstered Australia's reputation as a leader of innovative contemporary arts. The pavilion was supported by a major in-country communications program, developed and managed by DFAT, which promoted the key messages of Australian diversity, innovation and capabilities.
The Australian pavilion was very well received by the general public, VIPs, and business program participants. President Hu Jintao commented in January 2010 that the Australian pavilion would be a "highlight" of the Expo; Executive Vice Mayor of Shanghai Yang Xiong observed in November 2010 that it had been "one of the most popular at Expo 2010".
Sponsors and partners were equally complimentary about the success of the pavilion and appreciative of its role in furthering their presence in China.
Australia's participation in Expo was the largest ever single public diplomacy project undertaken by the Australian government. Our presence was an excellent platform to promote links between Australia and China through trade, investment, academic, people-to-people and cultural contacts. Whilst it is difficult to put a monetary value on the business outcomes and goodwill generated, we believe the impact of Australia' s presence to have been considerable and measurable business outcomes will emerge in due course.
Prepared by:
Shanghai World Expo Unit
Department of Foreign Affairs and Trade
Commonwealth of Australia