Chinese tourists rank Australia as most desired destination

"With 97 million Chinese travelers every year, and only 750,000 coming to Australia, it really is demonstrating the opportunity for growth that is available," she said.

Tourism Australia's managing director John O'Sullivan said the desire for visiting Australia needed to be converted into actual visits, especially from China's new and fast-growing travel-loving middle class.

"For us it's as much about quality as it is quantity. We are targeting high yield Chinese travelers, who are more likely to stay longer, travel deeper into our country and spend more by doing so," he said.

Cole says Australia's long distance from China poses a challenge for the tourism industry and there needed to be enough seat capacity on flights to Australia to keep fares affordable.

"Accessibility is key, and it has to be not too costly, and when you look at longer haul destinations you tend to get a higher cost," she said.