BEIJING - The Israeli Embassy in China announced a set of new visa policies for Chinese tourists at the ongoing 2013 Beijing International Tourism Expo on Saturday.

The new rules introduce tourist visas that individuals can apply for directly, as well as a simplified visa application process for business visas and other favorable policies targeting residents of the cities of Beijing, Shanghai and Guangzhou.

The new visa policies are part of Israeli efforts to consolidate its share in the rapidly expanding Chinese tourism market.

Other measures catering to Chinese tourists include the opening of a new flight route that will be added to the current four air routes between Beijing and Tel Aviv.

Israel has become a popular destination for Chinese tourists in recent years. In 2012, the number of Chinese visitors to Israel increased nearly 30 percent year on year, according to official Israeli data.