Australian tourism leaders are urging Cairns-based operators to market their products towards Chinese visitors and offer the kind of services and experiences “these visitors are looking for”.

In a statement, Australian Tourism Export Council (ATEC) managing director Felicia Mariani said the introduction of new services driving more Chinese travellers into Cairns has put pressure on the local industry to step-up its game and “provide culturally appropriate services” and ensure they become a permanent service in the region.

“This will be the way we ensure... Cairns becomes a beneficiary of the growing demand for Australian tourism experiences coming out of Asia right now,” Ms Mariani said.

According to the association, the Sebel Cairns has experienced a 44 percent increase in Chinese visitation over the past 12 months since introducing Chinese menu items and language services including Chinese TV stations and Chinese-speaking staff.

“These are the kinds of services that will improve a Chinese visitor’s experience and encourage them to come again as well as send a good message back home,” she added.

Ms Mariani added although larger operators are equipped to adjust, small operators would likely struggle changing to fit the “complex” market.