ATTRACTING more Chinese visitors to Australia is key on the agenda for Prime Minister Anthony Albanese during his visit to the country this week.
While the backdrop is a mission to quell geopolitical tensions with China, tourism is viewed by the Federal Government as a major plank in improving relations between the two countries.
The centrepiece tourism development on the trip so far was Tourism Australia entering into a new Memorandum of Understanding with Trip.com, which will offer new travel packages and marketing activities in support of Australian visitation.
According to Trip.com Group data, Australia ranked as the top long-haul destination booked during the 2025 Chinese New Year peak period, and led Southern Hemisphere nations for Chinese travellers last year.
Visitors from mainland China are growing at a faster pace than other markets, with a 26% increase in visitors in the 12 months to Mar 2025, compared with the previous period.
There were 860,000 trips to Australia taken by tourists from Mainland China, accounting for a total spend of $9.2 billion.
Tourism Australia Executive GM Global Markets & Business Events, Robin Mack, said the deal spans global markets, and that Trip.com’s “huge presence” in China would prove critical for Australia’s tourism sector. AB
