Assisting local businesses expand their products, the Australian Tourism Export Council (ATEC) has released plans to launch a new program to help Aussie travel companies crack the Chinese market.

Expecting to unveil the program at the China Development Program later this month, ATEC managing director Felicia Mariani explained the new program would provide “necessary support” for Australian tourism operators hoping to enter the “new and complex market”.

She said the program works by assessing the level of preparedness of each business to effectively engage with China and other Eastern destinations.

“We are offering these businesses significant support in moving into new markets, building their capacity and knowledge including insights into how Chinese visitors view Australia, who are their best customers for their products and how to most effectively attract the right customers for their businesses,” Ms Mariani said.

“Businesses will be assessed and streamed according to their experience and export readiness and they will be helped through the three stages of the course program with a view to reassessing their progress in 6-months’ time.”

If implemented successfully, Ms Mariani added that Australia has “huge opportunity” to benefit from the region.

According to recent ABS figures, China continued to remain the strongest growing market over the past 12 months with a 15.5 percent increase on the prior year.

“There is no mistaking it, we must be focused on China and the opportunities it offers while expanding the other opportunities in Asia and shoring up our engagement with our traditional markets," she said.

“This is a challenge for our international marketing efforts as well as for Australia’s tourism businesses.