China Southern Airlines and the Western Australia State Government have extended their existing marketing deal for three years.
As part of the agreement the state government has committed $2.4 million to boost the number of visitors to Western Australia from China. The goal is to reach 100,000 visitors by 2020.
China Southern Airlines will also commit $2.4 million to the advertising and trade campaign. Currently China Southern operates the only direct flight between China and Perth.
The amount spent by Chinese visitors is substantially more than the average international leisure visitor, who only spends on average $2,000 a trip.
A report from Tourism Australia highlights the benefits of the Chinese tourism market to Australia. By 2020, the inbound market could be worth as much as $9 billion to the Australian economy. The key markets are Beijing, Shanghai and Guangzhou.