Australia’s tourism sector is showing strong signs of recovery, with visitor arrivals approaching pre-pandemic levels, driven notably by a rebound in travelers from China. According to data released by the Australian Bureau of Statistics on August 14, short-term visitor arrivals grew by 8 percent year-on-year to reach 9.1 million in the 2025-26 period. Although this marks the fifth consecutive year of growth, the total remains slightly below the 9.3 million visitors recorded in the 2018-19 peak.
China has played a significant role in this resurgence. Tourism Australia reported that more than 1.1 million visitors from China arrived in the country during the year ending June 2026, reflecting an 18.2 percent increase from the previous year. While China was Australia’s largest tourism market by both visitor numbers and expenditure in 2019, it now ranks as the second-largest source of visitors after New Zealand but remains the top market by spending.
Robin Mack, managing director of Tourism Australia, emphasized that Chinese tourist arrivals have steadily increased since international travel resumed in early 2023. Despite global uncertainties, including disruptions caused by ongoing conflict in the Middle East affecting fuel supplies and international logistics, traveler confidence toward Australia remains robust. Mack noted that although bookings from the United Kingdom and Europe have seen some declines in recent months, demand from other key markets such as China continues to rise.
Marketing efforts targeting these key markets remain a priority for Tourism Australia. Mack highlighted ongoing campaigns designed to stimulate demand in collaboration with airline partners and distribution networks, aiming to translate traveler interest into confirmed bookings. Chinese visitors are particularly drawn to Australia’s natural landscapes and wildlife, alongside its food and beverage offerings, with many travelers exploring both urban and regional experiences as the market matures.
Technological advancements, particularly in artificial intelligence (AI), are also influencing the tourism sector’s development. Susan Coghill, Tourism Australia’s chief marketing officer, noted that 81 percent of Chinese travelers use AI tools for trip inspiration, the highest rate globally. Travelers increasingly rely on AI for travel planning, with AI-driven traffic to travel websites surging by more than 2,000 percent since late 2024. Coghill underscored how these technologies are vital for both creating emotional connections with prospective visitors and improving Australia’s visibility in online travel searches.
From the ground level, tour operators like Sydney-based John Pastor are adapting to the growth in Chinese visitors by integrating advanced translation technologies to enhance communication and visitor experience. Individual travelers, such as Zhang Liyun from Shanghai, who plans to visit Sydney and surrounding areas with her family during the October holiday period, underscore Australia’s continued appeal as a top Southern Hemisphere destination known for its vibrant urban centers and natural attractions.
Overall, Australia’s tourism industry appears to be navigating global challenges effectively, with the Chinese market underpinning a significant component of its recovery and future growth prospects.