China Set To Regain Its Position As Australia’s Top Source Market For Tourism

Published on August 16, 2025

China stands to regain its position arsenic nan number 1 root marketplace for world tourism to Australia, Tourism Australia Managing Director Phillipa Harrison said. In an interview, Harrison announced Chinese visitant numbers person risen 21% year-on-year, pinch almost 950,000 Chinese visitors walking to Australia during June 2024 and May 2025. This makes China Australia’s fastest-growing world tourism market, aft nan nearest neighbor, New Zealand.

The surge successful Chinese visitant arrivals underscores nan resilient rebound successful tourism figures aft nan pandemic, pinch astir Chinese visitors walking backmost to Australia pursuing a recreation hiatus. Harrison believed successful nan continued maturation of Chinese visitation, recognizing China’s tremendous imaginable arsenic 1 of nan country’s flagship tourism markets.

Recovery of Chinese Tourism successful Australia Post-COVID

In nan years starring up to nan COVID-19 pandemic, China was Australia’s apical inbound tourism source, pinch astir 1.4 cardinal travelers annually. However, nan pandemic severely impacted nan travel of Chinese tourists. As of now, though inbound tourism from China has grown, it has yet to afloat return to pre-pandemic levels. Nonetheless, nan 21% increase successful arrivals signals a robust recovery for nan sector.

Shift successful Chinese Tourist Preferences: Exploring Beyond nan Cities

A notable inclination observed by Tourism Australia is nan displacement successful Chinese tourists’ preferences. Rather than sticking to nan accepted metropolis sightseeing tours, much Chinese travelers are now venturing into regional areas of Australia. This is particularly evident among first-time visitors, who are progressively self-driving and exploring nan countryside, arsenic opposed to staying successful nan awesome cities for illustration Sydney and Melbourne.

For example, Tasmania witnessed a 38% increase successful Chinese visitors successful 2023, pinch galore travelers coming to bask nan island’s natural landscapes. Additionally, nan influx of Chinese visitors has importantly boosted nan export volumes of local cherries and salmon, driven by nan increasing request from tourists.

In nan Northern Territory, iconic destinations for illustration Uluru are seeing a accordant emergence successful Chinese visitors, pinch projections of up to 30,000 Chinese tourists expected to sojourn this year. This influx is driven by families, including multi-generational groups, who for illustration family-friendly activities specified arsenic camel rides and helicopter tours.

Adventure and Nature Experiences Popular Among Young Chinese Tourists

Chinese visitors successful their 20s are showing a peculiar liking successful adventure-based tourism successful Australia. According to Tourism Australia, younger visitors are opting for activities specified arsenic hiking, diving, and mountain exploration, which person extended their mean enactment successful nan country. These adventure-focused activities are offering a opposition to nan much accepted beach holidays and city-based vacations.

Travel agencies specified arsenic Ly.com are reporting an summation successful bookings for experiences specified arsenic skydiving, hot aerial ballooning, and different unique outdoor adventures. Chen Ying, a product booking manager astatine Ly.com, noted nan increasing inclination of “once-in-a-lifetime” experiences among Chinese travelers, emphasizing nan desire for thrilling experiences that create lasting memories. Skydiving and helicopter tours astatine the Great Barrier Reef person peculiarly gained traction among those looking for adrenaline-pumping experiences.

Australia’s Appeal to Chinese Tourists: Beyond Scenic Views

Australia continues to captivate Chinese tourists pinch its unique blend of earthy beauty and rich taste heritage. The increasing fame of destinations for illustration Tasmania, Uluru, and nan Great Barrier Reef demonstrates that China’s travelers are progressively looking for diverse and immersive experiences, ranging from eco-tourism and adventure tourism to cultural exploration.

Furthermore, nan affordable luxury options successful destinations specified arsenic Queensland, Victoria, and New South Wales proceed to pull Chinese visitors seeking top-tier experiences astatine much accessible prices compared to accepted long-haul destinations successful Europe aliases North America.

The Future of Chinese Tourism successful Australia

As China continues to retrieve from nan impacts of nan pandemic, Tourism Australia is preparing for a sustained influx of Chinese visitors, pinch projections indicating that nan number of Chinese arrivals will proceed to turn successful nan coming years. The accrued liking successful regional tourism, adventure activities, and nature-based experiences presents new opportunities for tourism businesses to diversify their offerings and cater to nan increasing request for unique recreation experiences.

China’s Role successful Shaping Australia’s Tourism Industry

China anticipated to resume its position arsenic Australia’s largest root of inbound tourism, nan 21% maturation successful visitors successful 2025 is bully news for nan tourism sector. Through escapade tourism, quality tourism, and building eco-tourism, Australia is poised to meet Chinese tourists’ changing tastes. The nation’s dedication to providing sustainable and adventurous recreation opportunities will proceed to make it a apical destination for Chinese travelers arsenic good arsenic those from crossed nan globe.