Australia: the favorite Chinese Tourists destination

Australia has long been one of the most loved international destinations for Chinese travelers. Pre-pandemic, it ranked consistently in the top five outbound markets for Chinese tourists, who brought more than AUD 12 billion in annual visitor spending at the peak. Numbers collapsed during Covid. The recovery is now well underway, and the long-term picture looks strong.

If you are in Australian tourism, retail, or hospitality, here is the current state of the Chinese tourist market and how to position for 2025-2026.

Why Chinese Tourists Love Australia

• Unique wildlife and nature. Kangaroos, koalas, the Great Barrier Reef, the Outback. Australia offers wildlife experiences that are genuinely impossible to replicate anywhere else. Chinese travelers are drawn to these as bucket-list items that generate strong content for Xiaohongshu and Douyin.
• Clean air and open space. For travelers from China’s major cities, the clear skies, clean beaches, and low population density of Australia are a genuine draw. This is not just marketing language. It is what Chinese visitors mention repeatedly in their reviews.
• Quality food and wine. Australian seafood, steak, and wine have a strong reputation among Chinese consumers. Food tourism is a significant driver, particularly for wealthier travelers.
• Premium shopping. Argyle diamonds, Australian skincare brands, health supplements and vitamins (especially from brands like Blackmores and Swisse), and local wool products are among the most popular purchases. Chinese tourists plan their shopping lists before they fly.
• Education and family visits. Australia hosts a large Chinese international student population. Parents visiting children and combined education-tourism trips are a consistent segment with high average spend.
• Convenient time zone. Australia’s proximity to Asia, minimal jet lag compared to Europe or the Americas, and strong direct flight connections make it a practical choice for Chinese travelers with limited holiday time.
• Relaxed lifestyle experience. The beach lifestyle, the outdoor culture, and the generally relaxed pace of Australian life offer a contrast to urban Chinese life that many travelers find restorative.
• Safe and well-organized destination. Australia consistently ranks high on safety, healthcare quality, and ease of travel. These factors matter for Chinese families planning significant holidays.

2024-2025 Data: Chinese Visitors to Australia

• Australia welcomed approximately 680,000 Chinese visitors in 2024, a significant recovery but still below the 2019 peak of 1.43 million. Tourism Australia projects full recovery by 2026-2027, driven by improving flight capacity and eased visa processing.
• Chinese visitors remain the highest-spending international tourist group in Australia, with average expenditure of AUD 8,800 per trip in 2024, per Tourism Australia data.
• Sydney, Melbourne, and the Gold Coast are the top three destinations. Queensland saw strong growth from Chinese visitors interested in the Great Barrier Reef and nature experiences in 2024-2025.

Sources: China National Tourism Administration (CNTA) tracks outbound travel volumes and destination preferences. Mafengwo user data shows Australia consistently in the top 10 most-reviewed long-haul destinations by Chinese travelers, with Sydney and Melbourne generating particularly strong review volumes on the platform.

What Chinese Tourists Buy in Australia

Shopping is a serious part of the Australian trip for Chinese visitors. The most popular categories:

• Health supplements and vitamins. Blackmores, Swisse, Nature’s Way: these Australian brands are trusted in China and cheaper to buy in Australia than through Chinese import channels. Chinese tourists stock up.
• Skincare and beauty. Australian brands like Aesop, Jurlique, and Lucas’ Papaw Ointment have strong Chinese fan bases.
• Wool and cashmere products. Australian merino wool, UGG boots, and wool blankets are popular gifts to bring back.
• Premium food items. Manuka honey, Tasmanian salmon, and locally produced wine are favorites.
• Luxury goods at outlet prices. DFO (Direct Factory Outlets) in Sydney and Melbourne attract Chinese shoppers who want international luxury brands at lower prices than in China.

Why Your Chinese Digital Presence Matters

Chinese travelers research Australia trips on Chinese platforms, not Google. Here is what you need:

• Chinese website with ICP license, hosted on Alibaba Cloud or Tencent Cloud. This ensures your site loads quickly inside China and signals professionalism to Chinese business travelers and tourists.
• Douyin is the primary discovery channel. A strong video showing the reef, the wildlife, or a premium hotel experience can bring thousands of new inquiries. Nature content from Australia performs exceptionally well on this platform.
• Xiaohongshu (RED) is where Chinese travelers check reviews and lifestyle content. Sydney and Melbourne are heavily reviewed on this platform. Being mentioned positively here builds organic credibility that money cannot easily buy.
• Baidu SEO and PPC captures Chinese travelers searching for Australia travel tips, hotels, and experiences. This is direct demand you should be visible for.
• WeChat maintains loyalty. Chinese tourists who have visited Australia and had a good experience are likely to return or refer friends. A WeChat official account keeps that relationship alive.

See how we help Australian tourism businesses reach Chinese travelers at our services page, Xiaohongshu marketing, and Douyin strategy.

FAQ: Chinese Tourists in Australia

How many Chinese tourists visit Australia each year?

Australia received around 680,000 Chinese visitors in 2024, recovering from the near-zero levels of 2020-2022. The pre-pandemic peak was 1.43 million in 2019, making Australia one of the top long-haul destinations for Chinese outbound travel globally. Tourism Australia expects continued growth through 2025 and 2026, with full recovery to 2019 levels possible by 2027 if flight capacity continues to expand.

What is the average spend of Chinese tourists in Australia?

Chinese tourists consistently outspend every other international visitor group in Australia. The average was around AUD 8,800 per trip in 2024. That covers accommodation, dining, shopping, and activities. Wealthier travelers, particularly those visiting family members studying in Australia, spend considerably more. For context, this is roughly double the average spend of UK or US visitors.

How can Australian tourism businesses attract more Chinese visitors?

Start with visibility on Chinese platforms. Xiaohongshu for trust and lifestyle content, Douyin for video-driven discovery, Baidu for search, and Ctrip for booking accessibility. Accept WeChat Pay and Alipay at the point of sale. Consider partnering with a Chinese digital marketing agency that understands the Australian tourism market. The businesses already doing this are capturing a disproportionate share of the recovering Chinese visitor market.

Which Australian cities are most popular with Chinese tourists?

Sydney leads consistently, followed by Melbourne and the Gold Coast. For nature-focused tourists, Queensland (Great Barrier Reef, Daintree Rainforest) is a strong draw. Cairns has a well-established Chinese visitor market built around reef experiences. Adelaide and Perth are growing, particularly with Chinese food and wine tourism. Tasmania is attracting younger Chinese travelers interested in clean landscapes and unique food experiences.

Australia and China: A Strong Partnership in Travel

Chinese visitors bring more revenue per trip to Australia than any other international group. The recovery is real and gaining momentum. For any Australian tourism business serious about growth, building Chinese digital market presence is one of the highest-return investments you can make right now.

Let us help you reach this audience. Visit our services page to see where to start.

Marcus Zhan is a digital strategist at CTA with over 10 years of experience helping international brands grow in China. He specializes in Douyin, Xiaohongshu, and Chinese SEO.