Australia tourism sees growth in Chinese traveler spending and interest

Tourism Australia reports a significant rise in Chinese travelers, with over 1.1 million visits recorded between July last year and June this year, marking an 18% year-on-year increase. During the 2026 Chinese New Year period, arrivals reached 220,000, the second-highest on record and a 7% increase compared to 2019.

Total spending by Chinese tourists in Australia reached 13.7 billion AUD from April last year to March this year, a 27% increase, with an average per capita expenditure of approximately 5,000 AUD. Luan Fangliang, Tourism Australia’s Market Director for Greater China, noted a shift toward high-quality, immersive experiences such as RV self-driving tours and wine masterclasses, rather than traditional shopping.

Emerging trends include a preference for customized small group tours and “butler-style” services. While Sydney and Melbourne remain primary entry points, interest is growing in destinations like Perth and Adelaide. Tourism Australia has released a “2035 Tourism Strategy,” projecting the industry's revenue to reach between 61 billion and 69 billion AUD within a decade, focusing on AI integration, Indigenous culture, and the 2032 Brisbane Olympics.