The future of Chinese tourism in Australia is a story of hope and uncertainty. While the market is showing signs of recovery, there are concerns that the rebound may not be as robust as expected.
Despite a recent uptick in Chinese visitors, the numbers are still far from pre-pandemic levels. In 2025, China was Australia's second-largest source of tourists, with over 1 million arrivals, but this is a far cry from the peak of 1.4 million in 2019.
The economic landscape in China is a key factor influencing travel trends. Professor Huang Songshan, a renowned expert in Chinese tourism, highlights the impact of broader economic pressures on outbound travel demand. With a slowing economy and a struggling property market, many middle-class families are tightening their belts, cutting back on non-essential expenses like long-haul travel.
But here's where it gets controversial: Professor Huang suggests that government policies are also playing a role. There's a stronger push for domestic travel, which makes economic sense for China, but it means less incentive for Chinese citizens to venture abroad.
And this is the part most people miss: China has introduced visa-free entry for citizens of several countries, including Australia, as a strategy to boost inbound tourism. It's a clever move, but it also means less outbound travel from China.
Despite these challenges, Tourism Australia remains optimistic. They've launched campaigns like "Come and Say G'day" to attract Chinese visitors, and the response has been positive.
However, the road to recovery is a long one. Many believe it will take years to reach pre-pandemic levels of Chinese tourism, even as other markets have already surpassed their previous highs.
For instance, the number of South Korean visitors to Australia nearly doubled between 2019 and 2025.
So, will Chinese tourism in Australia fully recover? Only time will tell, but one thing is certain: the economic and policy landscape in China will play a crucial role in shaping the future of this important market.
