BEIJING - Korean Air is adding a new route to boost its growing Chinese market presence, as its air passenger revenue in 2010 from the country surged 33 percent year-on-year, the company said on Wednesday.

The carrier plans to launch a route in the first half of 2011, connecting Cheongju, a city two hours by car from Seoul, South Korea's capital, and Hangzhou, the capital of Zhejiang province, China's most prosperous region.

The move shows the airline's confidence in the Chinese market, with its growing demand for overseas travel.

"The post-crisis aviation market in China has brought healthy yields for domestic and foreign air carriers this year," said Li Xiaojin, a professor with the Civil Aviation University of China.

"It is worthy of note that the booming Chinese market has delivered opportunities to neighboring countries."

South Korea has attracted many international transfer passengers from China, as well as growing numbers of business travelers and tourists from the country, Li said.

Korean Air's flights from China to the United States have grown 52 percent this year from 2009, thanks to the rising number of outbound travelers from China.

The company also plans to expand its presence in second-tier cities in central China, including Wuhan and Xi'an.

Korean Air will also increase the frequency of flights on its existing routes serving Zhengzhou, Jinan and Kunming.

"The move is to offer more convenience and options to travelers in provincial capitals," Lee Seung-bum, managing vice-president of the airline's China headquarters, said on Wednesday.

Second-tier cities are a major potential market for the company to connect Chinese domestic travelers to international routes by offering transfer services at international airports in South Korea.

Korean Air has 27 passenger routes offering 190 flights each week to China, as well as 36 cargo flights a week.