The Land Down Under is set to significantly up the number of Chinese visitors since the China-Australia Year of Tourism began on Feb 5.

That's following recently introduced enticements for Chinese to visit Oz, such as increased flights, 10-year visas and a Chinese-language online visa-application system.
 

"The China-Australia Year of Tourism will go a long way in promoting bilateral exchanges in tourism and other fields," China National Tourism Administration chair Li Jinzao says.

China is Australia's most valuable inbound-tourism market.

Australia's tourism authority estimates its value may exceed AU$13 billion (S$14 billion) by 2020.

Australia has been gaining popularity among Chinese visitors－just over a year ago, they surpassed New Zealand to become the top spenders Down Under, to the tune of $21 million a day.

Last year, 1.2 million Chinese visited the Land Down Under. They spent over $9 billion, up 18 per cent compared with the previous year.

"We anticipate this will grow during the China-Australia Year of Tourism and will continue to grow afterward," says Australia's minister for trade, tourism and investment, Steven Ciobo.

Australia has also launched initiatives to expand two-way tourism arrivals.

It began offering 10-year multi-entry visas to Chinese on a trial basis, allowing for up to three-months per stay.

Chinese visitors no longer need to visit visa centres, thanks to the new Chinese application website.

A recent agreement removes all capacity restrictions for both sides' airlines.

 

Qantas Airways opened a new direct flight from Beijing on Jan 26.

 

Flights to Australia on the new route are timed to connect with Qantas' network to popular onward destinations, such as Melbourne, Brisbane and Hobart, as well as the airline's Tasman routes to Auckland, Wellington, Christchurch and Queenstown, the company says.

Australia is also investing in cultural promotion.

Chinese actor Wu Xiubo was appointed Tourism Australia's ambassador for the bilateral tourism year.

The Australian authority hopes the appointment will provide an authentic Chinese voice to show what Australia offers.