Australia’s tourism export sector is seeing steady, incremental progress from the China market as Lunar New Year approaches, with recovery continuing at a measured pace and travel behaviour shifting toward more independent and digitally driven travel.
Recent data and industry feedback indicate the China market continues to rebuild steadily, delivering strong underlying value despite overall volumes remaining below pre-pandemic levels.
Australian Tourism Export Council managing director Peter Shelley said the China market was recovering steadily, but in a different shape to the past.
“The recovery from China is progressing gradually, and the way people are travelling has clearly changed,” Shelley said.
“We are seeing smaller groups, more independent travellers and a much stronger reliance on digital research and booking reflecting a more confident and informed traveller.
Record Lunar New Year holiday signals return of China to tourism market
Shelley said ATEC continued to work closely with government and industry partners through the China Approved Destination Status revision group to ensure the framework keeps pace with contemporary travel behaviour.
“ATEC has been actively involved in discussions to improve and modernise the China ADS visa program so that it better reflects how Chinese visitors travel today, and that includes ensuring the program also caters for high yield small group travel,” he said.
“While recovery is gradual, the direction remains positive and the China market remains a critical long-term pillar of Australia’s tourism export recovery.”
