In a significant shift for Australia's tourism industry, China has fallen from its position as the second-largest source of inbound tourists to third place in November 2025. This change reflects a concerning trend of declining Chinese visitor numbers, which has persisted despite recent increases from pandemic lows.
A Notable Drop in Rankings
The latest data from the Australian Bureau of Statistics reveals that 74,500 short-term visitors arrived from China during November 2025. This figure was surpassed by both the United Kingdom, with 80,090 visitors, and the United States, which led with 127,820 arrivals. While this represents a marked improvement from November 2023 and 2024, when numbers were 45,880 and 55,800 respectively, it remains substantially below pre-pandemic levels.
Pre-Covid Comparisons Highlight the Decline
In November 2019, Australia welcomed 101,390 short-term tourists from China, underscoring the current shortfall. Throughout that entire year, more than 1.4 million Chinese tourists visited Australia, contributing a staggering $12.4 billion to the economy. Despite the recent dip, China continues to be Australia's most lucrative tourism market, with inbound tourists spending $9.2 billion in the twelve months leading up to March 2025.
Economic Factors Influencing Travel Decisions
Professor Huang Songshan, a leading Chinese tourism expert at Edith Cowan University, has cautioned that increasing economic pressures within China could lead to a further reduction in long-haul travel. He explained to ABC News that the outlook for the year heavily depends on the broader economic situation. If individuals perceive their wealth to be diminishing, they may choose to cut back on or completely abandon outbound travel plans.
As a result, Chinese holidaymakers are increasingly likely to opt for cheaper and closer destinations. Popular alternatives include Thailand and Vietnam, which offer more budget-friendly options compared to long-haul trips to Australia.
Glimmers of Hope Amid the Challenges
Despite the overall decline, there have been positive developments that have sparked optimism among tourism experts. The recent Australian Open provided a notable boost, thanks to the attendance of massive Mandopop star Jay Chou. His presence generated significant buzz on Chinese social media, with viral moments including his participation in a fan-focused 'One Point Slam' challenge and the crowd's enthusiastic response when his song Nunchucks was played in the stadium.
This success has raised hopes for increased travel from China to Australia during the upcoming Chinese New Year celebrations, which span from mid-February to early March. Tourism Australia remains hopeful about attracting visitors back, with managing director Robin Mack highlighting a comprehensive program of trade and consumer marketing initiatives designed to encourage Chinese travellers. The response so far has been described as encouraging.
Recovery Trajectories Vary Across Markets
While other Asian tourism markets have shown robust post-Covid recoveries, China's path appears more gradual. For instance, South Korean visitor numbers nearly doubled from 26,010 in November 2019 to 44,760 in November 2025. Experts are divided on whether Chinese tourism will rebound quickly, mirroring trends seen in other Asian markets, or if it will take several years to return to pre-pandemic levels.
It is anticipated that China may require a few more years to fully bounce back to its former tourism numbers. However, ongoing efforts by Tourism Australia and positive engagements, such as the Australian Open, provide a foundation for potential recovery in the coming years.
