The Sheraton Mirage has experienced an increase in bookings of over 400% on last year  as Chinese tourists spend their new year in the region.

Special flights from mainland China for Chinese New Year have been arriving in Cairns since Saturday morning where passengers were greeted to a noisy welcome from lion dancers and greetings from tourism groups and the Mayor.

The majority of passengers say they plan to stay two or three nights in Cairns, Palm Cove or Port Douglas and visit the Great Barrier Reef and the Daintree rainforest.

Sheraton Mirage are looking to get on the front foot in attracting a growing Chinese market to their resort, with the first step being Chinese speaking staff at reception.

"We are making changes to make the Chinese traveller feel more welcome," said Christina Ingram, Sales & Marketing Coordinator for Sheraton Mirage.

Junichi Tamaaoshi, Director of Business Development for Sheraton Mirage, has recently moved back to Port Douglas after managing a 7-star Dubai hotel where 30% of the clientele are Chinese.

"I think it will take a bit of time but things are changing really quickly at the moment. The Chinese are looking for something unique, they're also moving to more luxury markets," Mr Tamaaoshi said.

"Port Douglas definitely has the potential and it's important to understand their needs and requirements." 

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