After a long hiatus, China Southern Airlines has resumed its direct flights between Guangzhou and Adelaide, rekindling a vital link that promises to enhance tourism and trade opportunities for South Australia. The airline’s service, which had been suspended in March 2020 due to the pandemic, now operates three times a week, offering flights every Wednesday, Friday, and Sunday. With the first flight, CZ663, landing today at 9:55 am, the service will gradually open doors to significant opportunities for both tourism and international trade.
The China Southern Airlines Guangzhou-Adelaide route first began in 2016, initially offering three weekly flights before the pandemic led to the cessation of operations. Now, the return of the airline has been hailed as a key milestone in South Australia’s recovery, particularly as international tourism begins to bounce back. According to figures for the year ending June 2024, Chinese visitation to the state has almost doubled, with numbers reaching 32,000—a 99 per cent increase from the previous year. This surge in arrivals is accompanied by a significant rise in spending, which reached $144 million, up 42 per cent from the previous year. This resurgence is not just a good sign for the local tourism industry, but it also signals the rekindling of economic ties with one of South Australia’s most important international partners.
The flights, operated on the Boeing Dreamliner 787-8, are set to provide an additional 798 seats per week, further cementing the connection between South Australia and its Asian markets. The flights not only cater to the tourism needs of the state but also open new doors for businesses, especially exporters. The return of direct flights from China is especially timely, as it facilitates the shipment of South Australian premium food exports, including wine and seafood, to one of China’s largest and most prosperous cities. This reconnection provides a direct route for local goods, which is expected to reduce both cost and travel time, benefiting exporters and streamlining trade.
The timing of China Southern’s return could not be more critical. South Australia has seen a steady rebound in its trade relations with China, particularly in sectors such as food exports, which are on the rise. In the past year, South Australia’s exports to China reached a record value of $4.43 billion, reflecting the strong demand for its high-quality products. With China being South Australia’s largest two-way trading partner, the direct flight path serves as an essential conduit for both people and goods, facilitating easier access to one of the world’s most important markets.
For the state’s tourism sector, the return of China Southern offers exciting prospects. The Chinese market is South Australia’s top international tourism source, in terms of both the number of nights spent and expenditure. To maximise this opportunity, South Australia’s tourism authorities are ramping up their marketing efforts in China, working closely with China Southern, Tourism Australia, and other key partners. The focus will be on promoting the state’s unique offerings, from its premium food and wine to its stunning natural landscapes, which are already drawing significant interest from Chinese visitors.
Zoe Bettison, South Australia’s Minister for Tourism, has expressed her enthusiasm for the airline’s return, highlighting that the service will play a pivotal role in growing the state’s international visitor economy, which is currently valued at $1.3 billion. She noted that this service is a clear indicator that South Australia is open for business and eager to welcome international tourists. The return of China Southern Airlines is expected to drive further international visitation, with a particular emphasis on attracting travellers seeking the state’s food, wine, and natural beauty.
The wider benefits of the service extend beyond tourism. Joe Szakacs, the Minister for Trade and Investment, noted that the resumption of direct flights is a boon for local exporters. With up to 45 tonnes of cargo space available on each flight, this service opens up valuable opportunities for businesses to access the Chinese market more efficiently and cost-effectively. The return of the direct route is also seen as an important boost for South Australia’s growing trade with China, particularly in sectors such as agribusiness and manufacturing.
Mr Zhixing Sun, the Regional General Manager of China Southern Airlines for Australia and New Zealand, commented on the airline’s long-term commitment to expanding its network and enhancing cooperation with various sectors in South Australia. He mentioned that the Guangzhou-Adelaide route is just the beginning of a broader strategy to grow China Southern’s presence in the region and bring more travellers from China and around the world to South Australia. With this new service, the airline aims to further develop its ‘Canton Route’, a strategic initiative that leverages Guangzhou as a passenger hub to connect travellers between China and other major global cities.
Brenton Cox, Managing Director of Adelaide Airport, also highlighted the economic benefits of the return of China Southern, particularly for the state’s exporters. The widebody Dreamliner aircraft offers a significant amount of cargo space, allowing South Australian products to be delivered more efficiently to one of China’s largest cities. He also pointed out that the resumption of direct flights comes at an ideal time, as trade restrictions between China and Australia on products like beef and lobsters have recently been lifted. This provides even more opportunities for South Australian exporters to enter the market more quickly and at a reduced cost.
For Adelaide and South Australia, the return of China Southern Airlines represents more than just the reopening of a direct flight route—it’s a symbol of the recovery of the state’s international connectivity and a step forward in building a strong, sustainable relationship with China. It’s also an opportunity for the state to capitalise on the growing demand for quality food, wine, and travel experiences from one of the world’s most important markets.
In the broader context, the return of China Southern Airlines is part of a wider trend of major international airlines reinstating direct services to Adelaide. Only two months ago, Emirates resumed its direct daily flights between Dubai and Adelaide, adding further momentum to the region’s efforts to strengthen its international ties. The renewed flights between these two cities provide more options for international travellers and facilitate smoother connections to other key global destinations, making South Australia more accessible than ever.
This move, combined with the other recent international developments, positions Adelaide as a key player in the growing global tourism and trade network. With the return of China Southern Airlines and the growing demand for South Australian products, the future of both tourism and trade in the state looks promising. The efforts being made by local businesses, tourism boards, and government bodies to maximise these opportunities will undoubtedly further cement South Australia’s position as a key destination for both business and leisure.
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