SYDNEY - Australia will take center stage at the China International Fair for Investment and Trade (CIFIT) in Xiamen during September 2016.

Dignitaries and representatives from the expo addressed the media in Sydney on Tuesday to outline the four-day event, which will include a keynote address from China's richest man, Jack Ma, founder of the Alibaba Group.

General Manager of Ausfeng Events Cindy Xin said CIFIT stands out from other Chinese trade and investment events because it is organized by China's central government.

"For this reason it draws senior delegations from each of China's 21 provinces and municipal level cities, so it is a unique opportunity to showcase Australia to key policy makers from right across China," Xin said.

Deputy Director General of Xiamen Municipal Bureau of Convention and Exhibition Affairs Qiu Guoyue said there are still many opportunities for Australian businesses to prosper in the Chinese market.

"We've enjoyed a substantial trade relationship for many years and now the China Australia Free Trade Agreement has greatly increased market access," Qiu said.

"Our governments have created the framework but businesses must seize the opportunities."

He added the real benefits would come from business-to-business interaction as well as Chinese and Australian businesses meeting together at forums such as CIFIT.

The fair now in its 20th year is expected to attract more than 150,000 people.

A total of 50 Australian companies and industry groups are expected to participate in the expo.