Jetstar's new Japanese offshoot is just what's needed to encourage more holiday makers to come down under, Tourism Australia (TA) says.

Jetstar Japan made its first commercial flight from Narita to Sapporo on Tuesday.

TA boss Andrew McEvoy says the new route will improve the connection between two of Japan's key urban markets and Jetstar's established international network to Australia.

He believes it will make budget travel more widely available and help boost the number of Japanese visitors to Australia.

"(It is) a market we remain committed to and which we see returning to growth in the near future," Mr McEvoy said in a statement.

"Whilst Japanese arrivals over the last 12 months are still around 10 per cent down on the previous year, we are definitely starting to see signs of things turning around."

TA believes the Japanese market has the potential to grow to A$3.3 billion by 2020.

Jetstar Japan's new domestic service will link the key secondary cities of Sapporo, Fukuoka and Okinawa with the gateway airports of Tokyo (Narita) and Osaka and beyond them to Australia, through its services to the Gold Coast and Cairns.

Meanwhile, Emirates airline has announced it will begin direct flights between Adelaide and the Middle East in November.

Emirates will begin the service with four flights a week on November 1, linking Adelaide into Dubai International Airport, Acting South Australian Premier John Rau said in a statement on Thursday.

Mr Rau said Emirates will maintain the direct flights to at least the end of June 2016 in return for a financial assistance and co-operative marketing package.

The airline plans to fly daily from Adelaide from February 1, 2013 with 354-seat Boeing 777-300ER jets.

The airline's current double-daily service to Perth will grow to 19 weekly flights from December 1, becoming a triple-daily operation from March next year.

AAP