In brief
Tourism Australia chief Robin Mack confirmed in a Sydney briefing that China remains the country’s top tourism market, with an 18.2% surge in short‑term visits and 29% of total visitor spend in 2025‑26. He highlighted ongoing plans to invest in Chinese social media and First Nations cultural experiences. The agency sees China as a key driver of future people‑to‑people exchanges, projecting significant growth through 2028.
On Friday, Xinhua reported that Robin Mack, managing director of Tourism Australia, confirmed that China remains the country’s biggest source of tourists and spend, citing an 18.2% rise in trips and 29% share of visitor spending in the 2025‑26 financial year.
According to the Australian Bureau of Statistics, China accounted for 1,127,110 short‑term visitor arrivals in FY 2025‑26, the second‑largest source after the United Kingdom, up 18.2% year‑on‑year. Tourism Research Australia’s International Visitor Survey showed Chinese visitors contributed 369 million Australian dollars to holiday spending and 121 million Australian dollars to visiting‑friends‑and‑relatives spend, equivalent to roughly 29% of Australia’s total tourism income.
"I go to China at least twice a year with this role, and I was there last July with the Prime Minister who was there. It was really an opportunity to put a spotlight on tourism because I think it's at the heart of people‑to‑people connections. Australians love going to China and the Chinese are coming to Australia. We just want that to grow both ways,"
In the same interview, Mack announced that Greater China is forecast by L.E.K. Consulting to deliver the largest potential incremental expenditure for Australia’s tourism industry by 2028.
The agency has also increased investment in Chinese social‑media platforms such as Rednote, launching targeted campaigns that showcase Australian experiences. Additionally, the data shows that Chinese visitors are increasingly engaging in First Nations cultural activities, positioning China as the third‑largest market for these experiences after the United Kingdom and the United States.
