The CE of the world's third-largest airline, China Southern Airlines, intends stepping up the number of direct flights into Australia to capitalise on booming Chinese tourist numbers into the country which have jumped 20% to 1.18m in the year ended October 31. The economic impact of the fast-growing Chinese tourist market is estimated by Tourism Australia at about $9b annually, with Chinese visitors spending on average $8000 per trip in Australia, compared with the average of about $5000 by other international tourists. The airline already accounts for about one fifth of all arrivals into Australia from China. China Southern CE Tan Wangeng said Tuesday that he wanted to "increase capacity inwards" further, as part of the over-arching growth strategy of the airline. He was on the inaugural direct flight from Guangzhou to Adelaide on Tuesday as the airline expanded its reach into South Australia from mainland China for the first time. It will now operate three flights a week into Adelaide. China Southern had begun ramping up its "Australia strategy" at the end of 2009, and now has 56 flights into Australia each week. It has increased the number of flights into Australia by 35% in the past 12 months. Tan said it had been part of a deliberate strategy to internationalise the airline from 2009. "China Southern has seized the opportunity to turn itself into an international network oriented airline," Tan said in Adelaide. It is the third largest airline in the world and the largest in Asia, based on passenger movement figures. Authorities expect the decision in Australia to bring in a 10-year multiple entry visa system which came into force on Tuesday for Chinese tourists to make it easier for repeat visits, will expand tourists numbers further.<br/>