Australia's New South Wales tourism agency has launched a three-year Asian marketing campaign worth A$3 million (about HK$12.6 million) with the initial focus on visitors from Hong Kong and Singapore. Chief executive and general manager of Tourism New South Wales, Tony Thirlwell, said the 'Feel Free' campaign was aimed at enhancing the position of state capital Sydney and its surrounding areas as a tourist destination. It was also expected to boost the state's revenue from tourism-related activities. 'If the campaign leads to an extra night's stay by all Hong Kong visitors, it will bring in more than A$12 million to the New South Wales economy [over the next three years],' he said. Most Hong Kong visitors stayed an average of five nights, he said. Tourism New South Wales' partners in Hong Kong - including Ansett Australia, Cathay Pacific Holidays, Qantas, and Visa International - are to contribute A$330,000 towards the campaign this year. They will also pull together a series of holiday packages, which are expected to run until the peak season begins in June. The campaign will focus on the Hong Kong and Singapore markets in the first year, as they represent the greatest potential for return. 'Our research on these markets shows consumers find Sydney and New South Wales give them the sort of relaxation they want from a holiday, as well as some soft adventure,' Mr Thirlwell said. The campaign would targets travellers between the ages of 25 and 39, who had a strong desire for independence and freedom of choice. It could be extended to other parts of Asia, such as Taiwan and Malaysia, depending on regional market conditions. Visitors to Australia were estimated at five million last year, of which three million went to New South Wales, hosting 84,000 from Hong Kong and 102,000 mainlanders.