China's largest airline is set to double the number of flights in and out of Melbourne from the end of the month, as more first-time Chinese travellers seek a taste of the world's most liveable city.

From October 31, China Southern Airlines will double the number of direct flights between Melbourne and its hub at Guangzhou (the capital of the southern provence of Guangdong) to twice a day until mid-February.

It is also adding an extra Brisbane flight a week, while Perth-Guangzhou flights start for the first time from November 9.

The extra capacity is being supported by limited discounted airfares, starting from AU$570 return from Melbourne.

Adam Zhang, the airline's general manager for Melbourne, said the increased services were part of a push to boost the annual number of passengers travelling between Australia and China on the airline from 70,000 to 140,000 over the next two years.

"They want to know what the world's most liveable city is like," Mr Zhang said. "It is very deep in the Chinese mind."

But he is also keen to hear what Australians think of his airline, with its 420-strong fleet, 90 percent of which are one to two years old, he said.

Mr Zhang is also keen to build the airline's brand recognition through sponsorship, mentioning more than once the prominence of AFL.

"We think we should have a strong presence in the market to build our brand. We have some plans," he said.

Last year 366,000 Chinese visited Australia, and 430,000 are expected this year. But is Victoria ready to maximise the industry's potential?

Melbourne Airport chief executive Chris Woodruff has introduced airport signage and announcements in Mandarin at the airport as well as Chinese cultural training for frontline staff.

Free tourism pocket guides are printed in Chinese, which fly out the door "by the thousands".