While visitors to Australia from China are expected to double to around 900,000 in the next ten years, and Cairns expected to become a direct flight destination for China Southern Airlines, there is still much to be done to ensure the tourism industry can deliver what Chinese tourists seek.

Nick Sherry, assistant tourism minister to Martin Ferguson, said delivering a “consistent, culturally relevant, high quality product” was of the highest importance.

At the same time, Crown Limited chairman James Packer, Australia's sixth richest man with a wealth estimated at $4.1 billion, said Tourism Australia needs to rethink their strategies in order to achieve the expected growth from the Chinese market.

“Strategies that were previously used, with an emphasis on promoting Australia’s natural attractions, may need to be broadened to cater for the different needs of emerging key growth markets such as China,”  Mr Packer said at Crown's annual general meeting.

"I truly believe that it will be necessary for Federal and State Governments, the broader tourism industry and key Asian-focused tourism operators such as Crown to work more closely together.”

Aside from the airlines, Crown is the largest tourism operator in Australia.

Doug Ryan, executive officer of Tourism Port Douglas and Daintree was quoted in The Newsport's article 'Tourism awaits sleeping giant' (29 November) as saying "They (Chinese tourists) have short term stays of around three days like the Japanese market. They want to see the reef, the rainforest, and gamble."

He added that there are two distinct markets to be aware of when focusing on the Chinese market.

"There are groups that travel in big numbers, and there are 'Free Independent Travellers' in smaller groups of six to 12 people who are wealthy and with their families.

"They also tend to like to have things in their language such as written matter in hotels," he said.

Mr Ryan said Chinese tourists currently account for 3% of tourists to our area, and stated that there are currently eight flights expected to bring up to 3,000 people direct to Cairns in the Chinese New Year in February.