The Australia China Business Council is pleased to partner once again with L.E.K. Consulting on this latest report examining inbound tourism from China, one of Australia’s most important service export opportunities.
Nearly a decade on from our previous reports, this research reinforces the value of Chinese tourism as extending well beyond direct visitor spend. Travel plays a unique role in building familiarity, trust and long-term commercial connection between our two countries, driving demand across education, consumer goods, property and investment. This remains a critical, and often underleveraged, driver of Australia’s broader economic engagement with China.
At the same time, the market has evolved significantly. Chinese travellers today are more independent, digitally connected and globally mobile than ever before. Expectations around convenience, payments, digital engagement and personalised experiences continue to rise, while competition from regional and international destinations has intensified. While Australia’s appeal remains strong, growth can no longer be taken for granted.
Australia remains exceptionally well positioned. Our natural assets, safety, lifestyle and premium experiences continue to resonate strongly with Chinese consumers. However, maintaining competitiveness will require renewed focus and coordination across industry and government.
This report makes clear that the opportunity now lies in reducing friction across the visitor journey, from discovery and booking through to travel, payments and in-country experience. Small barriers matter, particularly as travellers rely more heavily on digital platforms such as Xiaohongshu (RedNote) and WeChat to inform their decisions.
Encouragingly, Australia’s core strengths continue to resonate. Visitor satisfaction is high, and travel continues to drive strong follow-on engagement across sectors.
The task ahead is to better convert this underlying demand into visitation and long-term economic value. This report provides a practical roadmap for policymakers, industry leaders and businesses seeking to strengthen Australia’s position in one of the world’s most dynamic outbound travel markets.
On behalf of ACBC, I thank L.E.K. for their continued partnership and contribution to this important national conversation.
Rhys Roberts
National President
Australia China Business Council
