The Chinese market is a “massive opportunity” for Australian tourism, according to Tourism Transport Forum (TTF) head John Lee after arrivals from the region shot up by 27.4 percent in January 2012 compared to the same month last year.

Australian Bureau of Statistic research found that for the entire month international arrivals shot up by 4.8 percent during the first month of this year, a figure driven by visitors from Asia visiting during the Chinese New Year.

Hong Kong arrivals also saw a steady growth of 22 percent, Taiwan increased by 19 percent while Indonesian visitors shot up by 13.7 percent.

Mr Lee said while Australia has enjoyed an 11 percent increase in Chinese visitation per annum since 2001, the challenge is now arising to keep them coming after competing destinations commence advertising to attract the growing market.

“It is critical we continue to build on that momentum and capitalise on the competitive advantage of our proximity to Asia,” Mr Lee said.

“However, China’s potential is also recognised by our competitors, who are making substantial investments to attract Chinese tourists.”

He explained that annual figures demonstrated that the US had experienced a 36.2 percent increase in arrivals while the UK and Canada also saw increases of 32 percent and 24.4 percent over 2011 compared to 2010.

“These figures clearly demonstrate the urgency of increasing the support for Tourism Australia’s activities in China and better leveraging the presence of other Australian departments and agencies in China to promote Australia as a destination for business, leisure, investment and study.”

Meanwhile ABS figures also showed that short-term departures from Australia increased by 0.2 percent in January this year when compared to December last year but 7.2 percent higher than January 2011.