Chinese flocking to Australia for luxury and leisure

The shorter flights coupled with a wealth of luxury brands and casinos helped push it ahead of Europe as the top tourist destination.

"Australia has been growing in popularity for a number of reasons. It is under nine hours of flying time, so less than Europe. There are also an abundance of luxury brands, casinos are plentiful and visa procurement for Chinese visitors there is easier," said Paul French, Mintel’s Chief China Market Strategist, in discussing the results of the new Mintel report "Consumer Lifestyles: China's Middle Class - China - June 2012."

"Right now the vast bulk of Chinese tourists arriving in Australia are on group tours -- low cost packages with the bulk of any profits remaining in China with the travel agents, meaning that it's up to tourism service suppliers in Australia to extract the cash," he added.