In brief
At a briefing in Sydney on October 30, 2026, Tourism Australia chief Robin Mack confirmed China remains the country’s largest tourism market, citing double‑digit growth and a forecast of further expansion. The agency will invest in Chinese social media campaigns and First Nations experiences to strengthen ties.
On 30 October 2026, Tourism Australia chief Robin Mack informed Xinhua in Sydney that Chinese visitors remain the nation’s largest source of tourism arrivals and spend, marking double‑digit growth for the 2025‑26 financial year.
The Australian Bureau of Statistics recorded 1,127,110 short‑term trips from China, an 18.2 percent increase compared with the previous year, making China the second‑largest source of arrivals behind the United Kingdom.
Tourism Research Australia’s International Visitor Survey shows Chinese spend accounted for 29 percent of Australia’s total tourist expenditure for the period ending June 2026, with holiday visits bringing in 369 million Australian dollars and visits to friends and relatives adding another 121 million AUD.
Robin Mack told Xinhua.
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.
Citing an L.E.K. Consulting forecast, Mack said Greater China is expected to deliver the largest incremental tourism expenditure for Australia by 2028, underscoring the region’s strategic importance.
The chief noted that an increasing number of Chinese travellers are participating in First Nations cultural experiences, ranking China as the third‑largest market after the United Kingdom and the United States.
Xinhua reports that Tourism Australia has poured resources into Chinese social media platforms, including Rednote, to refine messaging and launch targeted campaign activities, a detail not echoed in other outlets.
