Virgin Australia plans to take on Qantas and Cathay Pacific on the Australia to Hong Kong route from mid-2017, in a bid to tap the lucrative Chinese travel market.
It needs approval from Australia's competition regulator for a tie-up with China's biggest private airline operator and Virgin shareholder, HNA Group, before starting direct and code sharing flights to Hong Kong and mainland China.
But chief executive John Borghetti expects to secure interim approval in four or so weeks, citing limited competition on the route.
"We're hopeful it will be very quick," Mr Borghetti said on the airline's first-half earnings call on Friday.
"Hong Kong is really just the route that's covered by two carriers. I mean Cathay and Qantas have got it by the throat, and we intend to break that duopoloy and bring real competition on the route."
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China has become the fastest-growing tourist market for Australia over the past 40 years and has almost eclipsed New Zealand as the biggest source country for visitors, according to recent figures from the Australian Bureau of Statistics.
About 1.2 million Chinese tourists and 1.3 million Kiwis came to Australia for stays of less than three months in 2016, according to the ABS.
Virgin, Australia's second biggest airline behind Qantas, will compete on pricing and product, with the route serviced by one of its Airbus A330 aircraft, Mr Borghetti said.
As well as flying directly to Hong Kong, Virgin will also codeshare with HNA Aviation, Hong Kong Airlines and HK Express as part of the strategic alliance.
Mr Borghetti said the alliance would be a "game changer" for travel between Australia and China, providing more competition and choice for travellers.
"The alliance will accelerate and support our access to the Chinese market, which is Australia's fastest growing and most valuable inbound travel market," he said.
Mr Borghetti declined to comment on market chatter that the flights will be based out of Melbourne, Australia's second biggest city, or on their frequency.
