CANBERRA - Australian tourism industry must grab the opportunity to find new ways to attract the fast-growing Chinese market, tourism operators said on Wednesday.

With the emergence of China as Australia's leading tourism expenditure market, worth around $3.3 billion annually, Australian tour operators are looking at ways in which they can capitalize on the rapid growth from the world's second largest economy.

Asia Tourism Relations Managing Director, Glen Hingley will address the 2011 Australian Tourism Export Council (ATEC) Symposium on Thursday.

He said Australia is now competing against countries such as Canada to attract the Chinese market.

"If the Australian tourism industry does not get more deeply involved in this rapidly maturing market we could see it pass us by," Hingley told Australia Associated Press on Wednesday.

"This is a quickly evolving market, and I know many of Australia's most experienced tourism sellers and marketers are constantly seeking more information on China."

"Australia must now move to shore up this market to protect its potential into the future."

Meanwhile, ATEC Managing Director Felicia Mariani said the recently signed Tourism Memorandum of Understanding between Australia and China would open the door for more tourists from the Asian nation.

"Now is the time for us to capitalize on this opportunity by creating a tourism product that directly connects with the Chinese tourist," Mariani said.

"Australia can offer an unrivaled travel experience with beaches, nature and culture all within easy access of China and it is up to our industry to provide the kind of tailored services that really gets them in the door.

"Innovation and creativity is what Australia needs to stay in front of the pack in attracting key markets and positioning itself as a leader in global tourism innovation."