In brief
In a briefing in Sydney, Tourism Australia chief Robin Mack affirmed that China continues to be the country’s largest tourism market, with an 18.2% increase in visitor arrivals in the 2025‑26 financial year. Chinese tourists drove 29% of total spend, amounting to AUD 369 million on holidays, and AUD 121 million on visiting friends and relatives. Mack said the agency is investing in Chinese social media platforms and First Nations cultural offerings to sustain and grow this relationship, projecting significant incremental expenditure by 2028.
On Friday, at a briefing in Sydney, the managing director of Tourism Australia confirmed that China remains the country’s leading source of visitors and spend, with double‑digit growth in the 2025‑26 financial year and optimistic expectations for further people‑to‑people exchanges.
Robin Mack, managing director of Tourism Australia, told reporters the Chinese market continued to be a key focus: “In terms of the connection between the countries and the importance of China, it continues to be one of our leading markets. We project it to be one of our leading markets in years ahead.”
The Australian Bureau of Statistics recorded 1,127,110 trips from China in the 2025‑26 period, an 18.2% year‑on‑year rise, and placed China as the country’s second‑largest source of short‑term visitor arrivals. Tourists from China also accounted for 29% of total spend in Australia during the year ending June 2026, according to the International Visitor Survey released by Tourism Research Australia. Holiday spend by Chinese visitors reached AUD 369 million, while spending on visiting friends and relatives came to AUD 121 million.
Mack cited a forecast from L.E.K. Consulting that Greater China would deliver the largest potential incremental expenditure for Australian tourism by 2028. He added that he had travelled to China at least twice a year, having recently accompanied the Prime Minister in July, to showcase tourism as a “heart” of people‑to‑people connections.
“Australians love going to China and the Chinese are coming to Australia. We just want that to grow both ways.”
Mack noted the growing interest of Chinese visitors in First Nations cultural experiences, making China the third‑largest market for such offerings behind the United Kingdom and the United States.
The agency is investing heavily in Chinese social media platforms such as Rednote, conducting targeted campaigns and creating spotlight activities to maintain a close relationship with Chinese consumers. Mack said the nuanced work aims to keep Tourism Australia close to the pulse of Chinese travelers and build brand affinity.
Tourism Australia’s strategy reflects broader industry trends. After the COVID‑19 pandemic, travel restrictions were eased, and China’s growing middle class and domestic tourism boom created a surge in outbound Chinese travel. Australian destinations have capitalised on this momentum by tailoring experiences that resonate with Chinese cultural values, such as heritage tours, scenic encounters, and immersive First Nations storytelling.
Yet challenges remain. Political tensions, varying visa policies, and the competitive entry of other leisure destinations threaten to dilute China’s share of the Australian market. Tourism Australia’s data suggests that maintaining engagement through digital platforms and cultural alignment will be crucial to sustaining growth, especially as Chinese travelers become increasingly discerning and experience‑focused.
Looking ahead, Mack highlighted the importance of expansion into new market segments. The agency’s investment in immersive First Nations cultural experiences is part of a broader initiative to diversify tourism offerings and reduce reliance on a single source market. By positioning Australia as a gateway to authentic, culturally rich experiences, Tourism Australia aims to attract Chinese travelers seeking unique, meaningful vacations.
In summary, China’s continued dominance as Australia’s top tourism market is underpinned by robust visitor numbers and spend. Tourism Australia is strategically enhancing its outreach through social media engagement and cultural programming, while also preparing for a future in which the Chinese market expands in tandem with domestic tourism trends. The sector’s trajectory will hinge on the agency’s ability to navigate geopolitical dynamics and deliver compelling, culturally resonant experiences to a discerning Chinese audience.
