Australia has been gaining popularity among Chinese visitors, who have surpassed New Zealanders to become the top spenders. (Photo provided to China Daily)
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.
"I've been deeply influenced and moved by my travel experiences and interactions in Australia," Wu says.
"These memories have influenced my work in myriad ways."
Australia's location in the Southern Hemisphere makes it appealing to Chinese snowbirds, who wish to enjoy summer in winter.
But high travel costs and a strict visa policy earlier meant Chinese long-haul travelers preferred the Unit-ed States and Europe.
Australian operators have adapted products for Chinese visitors, including multilingual brochures, attraction maps, signage and express lanes for local Chinese guides.
Chinese wax figures have also been introduced at Madame Tussauds Sydney, including Jackie Chan.
Cairns' Skyrail Rainforest Cableway in Queensland is providing cultural-awareness training for its staff, with annual refreshers. Other measures include welcome signage and guides in simplified Chinese.
