Have you ever looked at a major tourism announcement and thought, “Great news for the state, but what does it actually mean for me?” It’s a fair question. An announcement of more international flights can feel distant, like something that benefits the big hotels in the city but doesn’t touch your tour company, winery, or regional attraction.

Well, the recent news that China Southern Airlines is extending its Guangzhou-Perth route to a year-round service is different. This isn’t just a headline; it’s a direct pipeline of over 42,000 potential customers from our single biggest visitor spend market. But here’s the kicker: they’re just “potential” customers. It’s our job—your job—to turn them into paying guests.

What This Really Means for You

It’s easy to get lost in the big numbers. The government release talks about a $24.7 million boost to the economy and 250 new jobs. Fantastic. But let’s break that down into what matters for an operator on the ground.

• Consistency is King: A seasonal route creates a short, frantic booking window. A year-round service allows you to build a long-term marketing strategy. You can develop partnerships and campaigns that have a much longer shelf life, delivering a steadier stream of visitors outside the traditional peak seasons.
• High-Value Visitors: Let’s be blunt. The data shows Chinese visitors spend more. In the year to June 2025, they contributed $408 million. These aren’t just any tourists; they are a high-yield market actively looking for unique, quality experiences. Are you putting your best foot forward to attract them?
• The Gateway is Wide Open: This isn’t just about one airline. This reinforces WA’s position as a primary entry point to Australia. It builds momentum and tells the global travel trade that we are serious about welcoming international guests. The more routes we have, the more the entire industry benefits from the halo effect.

I challenge you to look at this not as “more tourists are coming” but as “a specific, high-value customer segment now has easier access to my product.” The question is, what are you going to do about it?

Your 3-Step Plan to Capitalise on This Opportunity

Hope is not a strategy. You can’t just sit back and expect these visitors to find you. Here are three things you can start working on today to get your business “China-ready.”

1. Audit Your Digital Front Door: When a potential Chinese visitor finds you online, what do they see? Is your website mobile-first and highly visual? Is your booking process simple? You don’t necessarily need a fully translated site, but you do need to remove friction. Think about payment options. Integrating platforms like Alipay or WeChat Pay can be a game-changer.
2. Rethink Your Experience Through Their Eyes: What parts of your tour, menu, or accommodation are truly unique and “shareable”? The Chinese market is highly motivated by social proof and creating memorable photos. Is there a specific viewpoint, a unique local animal, or a “hero” food dish you can highlight in your marketing? Small tweaks to your product can make a huge difference.
3. Collaborate to Conquer: You don’t have to do this alone. Reach out to Inbound Tour Operators (ITOs) who specialise in the China market. Partner with a hotel that already has a strong Chinese visitor base. Could you create a package deal? Leveraging existing networks is the fastest way to get in front of these new arrivals.

Don’t Just Watch the Planes Land, Fill Them

This year-round service is a massive vote of confidence in Western Australia. It’s a commercial decision by a major airline that says, “We believe there is consistent, year-round demand for your state.” The opportunity is real, and it’s right there for the taking.

But turning those 42,000 seats into filled beds, booked tours, and busy restaurants requires more than just being open for business. It requires a targeted strategy. If you’re ready to build a concrete plan that turns these arrivals into loyal customers, my team at SATM specialises in connecting tourism operators with high-value international markets. We’d be happy to help you map it out.

Words by:

Andy Burns

Andy Burns is a driving force in the Western Australian tourism industry, currently serving as Vice-President of the WAAA. He’s the Founder of Scott Aussie Tourism Marketing, a South West WA-based agency specialising in helping tourism businesses thrive in the digital age. Scott Aussie offers a full range of marketing services, from strategic planning and branding to content creation, social media management, and AI-powered solutions. Andy’s deep understanding of the tourism landscape, combined with his expertise in destination marketing and community engagement, makes him a sought-after advisor, speaker, and trainer. He’s a regular presenter at industry conferences and workshops, sharing his insights on topics ranging from digital marketing strategy to the future of tourism. Andy is also a member of the Manjimup Tourist Bureau and a Councillor at the Shire of Manjimup. His previous leadership roles include six years on the board of Tourism Rockingham and five years as Chair of a Department of Biodiversity Conservation and Attraction (DBCA) advisory committee.