In brief
In Sydney, Tourism Australia chief Robin Mack confirmed China remains Australia’s top tourist market, with 18.2% yearly growth in arrivals and China accounting for 29% of visitor spend. He cited a forecast that Greater China could deliver the largest incremental expenditure by 2028 and highlighted increased Chinese participation in First Nations cultural experiences and investment in Chinese social media platforms.
In Sydney, Tourism Australia chief Robin Mack said China remains Australia’s leading tourism market, with arrivals growing double‑digit in the 2025‑26 financial year.
Australia’s Bureau of Statistics recorded 1,127,110 Chinese trips, up 18.2 percent from the previous year, making China the second‑largest source of short‑term visitors.
Tourism Research Australia reported that Chinese visitors spent 29 percent of total visitor spend in Australia, amounting to 369 million Australian dollars in holiday spend and an additional 121 million Australian dollars on visiting friends and relatives.
In a briefing held on Friday, Mack noted that Greater China is expected to become the biggest source of incremental tourism expenditure by the end of 2028, according to an L.E.K. Consulting forecast.
Mack also said more Chinese visitors are engaging in First Nations cultural experiences, making China the third‑largest market for those activities after the United Kingdom and the United States.
Mack added that Tourism Australia has invested heavily in Chinese social media platforms, including Rednote, and created a series of spotlight activities to maintain close contact with Chinese audiences.
Robin Mack spoke about his annual visits to China.
“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.”
