Chinese tourism to Australia remains significantly below pre-pandemic levels, with industry figures showing just 102,000 visitors in September 2023 compared to 688,000 in the same month of 2019. The slow recovery has disappointed operators who had hoped for a stronger rebound, particularly during the Lunar New Year period.
Mandy Ho, manager of a hot air balloon company in Melbourne, reports Chinese client numbers are still down by about half. 'I was expecting a full recovery this year as it’s the first year they can travel overseas for Chinese New Year, but it’s been a much slower recovery than expected,' she said. The Chinese market previously accounted for 50% of her company's clients.
Industry observers point to economic challenges in China and a preference for short-haul destinations. Trip.com data shows a 30% increase in Chinese tourism to Southeast Asia compared to 2019, with Hong Kong, Japan and South Korea also benefiting. Peter Shelley of the Australian Tourism Export Council noted many members are disappointed but not panicking, hoping for a return to 2019 levels by year's end.
Tourism Australia remains optimistic, with a spokesperson stating: 'While travel with China reopened a year later than other markets, we are confident about its recovery as the market continues to steadily rebuild.' However, Oxford Economics predicts full recovery may not occur until 2025-26. Dr Paul Stolk from Newcastle University described the Lunar New Year period as a 'litmus test' for the market's health.
