In brief
Australia’s national tourism body says China continues to dominate its visitor market, up 18.2% in the 2025‑26 financial year. Holiday spend by Chinese tourists reached 369 million AUD, and interest in First Nations culture is rising, placing China third only to the UK and the US. Tourism Australia plans further investment in Chinese social media and First Nations outreach to strengthen people‑to‑people ties.
At a briefing in Sydney on Friday, Tourism Australia’s chief Robin Mack told Xinhua that the Chinese market remains the country’s largest source of visitors and spend, and that growth is already in double digits for the 2025‑26 financial year. According to the Australian Bureau of Statistics, China recorded 1,127,110 short‑term visitor trips, an 18.2 percent rise year‑on‑year, and it accounts for the largest share of tourist spend, 29 percent of total Australia‑wide spending in the period ending June 2026.
“In terms of the connection between the countries and the importance of China, it continues to be one of our leading markets. We project it to be one of our leading markets in years ahead,” Mack said. “I go to China at least twice a year with this role,” he added, recalling a recent trip in July that brought him to the country with the Australian Prime Minister. “It was really an opportunity to put a spotlight on tourism because I think it’s at the heart of people‑to‑people connections.”
Tourism Australia’s 2025‑26 numbers show that holiday spend by Chinese visitors reached 369 million AUD (about 259 million U.S. dollars), while spending on visiting friends and relatives rose to 121 million AUD. The agency’s latest International Visitor Survey report highlighted that of the 1.1 million trips, the share of visitors exploring First Nations cultural experiences has grown, making China the third‑largest market behind the United Kingdom and the United States for those offerings.
For native communities, that uptick signals a renewed interest from international visitors who are specifically seeking deeper engagement with Australia’s Indigenous heritage. Mack explained that Tourism Australia has already invested heavily in Chinese social media platforms such as Rednote, tailoring outreach to show the rich cultural tapestry that First Nations communities offer. The agency aims to “create a series of spotlight activities” that keep Chinese travelers connected to those experiences.
The outlook remains optimistic, with L.E.K. Consulting forecasting that Greater China could deliver the largest potential incremental expenditure for Australia’s tourism industry by 2028. Mack noted that the national body is investing further in Chinese digital channels to capitalize on this momentum while also expanding collaboration with First Nations partners who provide authentic cultural encounters.
From the perspective of Indigenous communities, this deeper engagement offers both opportunities and responsibilities. Tourism Australia’s emphasis on First Nations cultural experiences means that community tourism operators can broaden their visitor base, but it also underscores the need for respectful, community‑led programming. The agency encourages partnership models that safeguard cultural integrity and ensure that the benefits of increased tourism flow directly to the communities that steward the heritage on offer.
Australian media coverage of the trend points to a broader shift in tourism policy that couples economic gains with cultural stewardship. The agency’s statement that it will continue to support First Nations cultural initiatives in the Chinese market marks a step toward aligning commercial interests with the values of Indigenous Australians, who have long advocated for meaningful inclusion in tourism narratives.
In summary, China’s status as Australia’s leading tourism market persists, driving record visitor numbers and spend; the concurrent rise in Chinese interest in First Nations culture presents a complex mix of potential economic benefit and the imperative for respectful community involvement. The continued partnership between Tourism Australia, Indigenous communities, and Chinese tourists will shape the future of people‑to‑people exchanges between the two nations.
