Chinese and Australian tourism industry leaders are complaining that DIBPs got it so wrong with its antiquated tourist visa system that it is threatening to damage Australia’s tourism industry which is valued at some $4 billion.

Australian Tourism Export Council (ATEC) is set to do battle with DIBP to get it to allow for a more streamlined visa processing system for tourists, according to a report from the Travel Weekly.

Returning from Australia Week in China, ATEC Chairman, John King OAM, told the Travel Weekly that Chinese representatives have expressed concerns about the efficacy of Australia’s visa system for visitors coming from China and that leading figures in China's travel industry have lodged complaints over the "demeaning" nature of Australia's visa application process.

Tourism Australia is reportedly investing heavily in advertising and promotions in order to draw more tourists from China to Australia. But King says that DIBPs approach is turning potential tourists away from the country and thus urgent change is needed. 

"In order to achieve the full potential the Chinese visitor market offers, we need to ensure access for Free Independent Travellers is maximised and this requires an easily accessed and quickly processed visa system," King told the Travel Weekly.

King said feedback from the Chinese industry illustrated the "onerous and in some cases demeaning" visa process faced by travellers wanting to visit Australia.  

"There was high level and consistent feedback from key industry partners during trade mission discussions that the amount of documentation required to get a visa is now the major issue restricting greater growth for Australia from this market," he said. "There is a clear indication that many high yielding Chinese visitors are choosing destinations which have less onerous visa application systems such as Canada, the USA and now the UK," said King.

The Chinese have particularly taken issue with DIBPs demand for their closely guarded "family registration book" and the requirement to fill out an 18-page document - which all seems a bit too much work for a short vacation.

"Australia is beginning to look quite antiquated in its visa application system, particularly in an environment where countries such as the UK have changed their system to be more accommodating of these restrictions," said King.