Wendy Wu Tours has released a new China & Central Asia brochure as it looks to capitalise on a sharp rise in Australian demand for the destination.
The operator’s 2026 China bookings are up more than 100 per cent year-on-year, far outstripping the broader market. Australian Bureau of Statistics figures show overall visits to China rose 16.5 per cent over the same period.
Wendy Wu Tours Australia managing director Simon Bell said the growth was being driven by a shift in perception rather than any single trend.
“China is increasingly in the spotlight, with demand driven less by a single trend and more by shifting perceptions as the country modernises,” Bell said. “This growing visibility is fuelling curiosity among Australian travellers and a desire to experience it first-hand.”
Bell said the operator was also seeing stronger demand for its Tailormade itineraries, as more travellers sought out specialist operators to manage the complexity of a China trip.
The new brochure merges China and Central Asia into a single collection, leaning into the historic Silk Road routes connecting the two regions. The operator said Central Asia was drawing growing interest off the back of its Silk Road cities and landscapes, as travellers looked for destinations with a sense of discovery and shared heritage with China.
Beyond gateway cities Beijing and Shanghai, the operator reported rising demand for regional destinations and seasonal departures, including over the Christmas period, as well as longer multi-country itineraries.
Wendy Wu Tours describes itself as Australia’s largest dedicated China touring operator, and continues to expand its Tailormade and Private touring options alongside its group programs.
Selected 2027 and 2028 departures are being offered with savings of up to $1,800 per person.
