ChinaSouthernAirlinestapsintoUSD9billionAustralianmarket

The chief executive of the world's third-largest airline, China Southern Airlines, intends stepping up the number of direct flights into Australia to capitalise on booming Chinese tourist numbers into the country, which have jumped 20 per cent to 1.18 million in the year ended October 31.

China Southern Airlines had begun ramping up its "Australia strategy" at the end of 2009, and now has 56 flights into Australia each week. It has increased the number of flights into Australia by 35 per cent in the past 12 months.

The economic impact of the fast-growing Chinese tourist market is estimated by Tourism Australia at about USD 9 billion annually, with Chinese visitors spending on average USD 8000 per trip in Australia, compared with the average of about USD 5000 by other international tourists.The airline already accounts for about one-fifth of all arrivals into Australia from China.

Authorities expect the decision in Australia to bring in a 10-year multiple entry visa system – which came into force on Tuesday for Chinese tourists – to make repeat visits easier and expand tourist numbers further.