The nation’s peak body for the tourism, transport and aviation sectors, the Tourism & Transport Forum (TTF), welcomes Prime Minister Anthony Albanese’s visit to China and his advocacy for Australia as a top travel destination.
TTF CEO Margy Osmond noted that having the Prime Minister witness the signing of the agreement between Tourism Australia and Trip.com sends a strong message. It highlights the Australian Government’s commitment to rebuilding and growing Australia’s tourism ties with China at the highest level.
“The tourism industry commends the efforts of the Prime Minister to promote Australia as a leading destination to the Chinese market. This strategic move will look to reconnect our shores with a critical audience and continue to build one of Australia’s most valuable tourism relationships.”
“Campaigns such as Tourism Australia’s latest initiative, which feature culturally resonant icons like Ruby the Roo and actor Yu Shi, play a vital role in reigniting demand and ensuring Australia stands out in a competitive global tourism market.”
Although visitor numbers from China still fall below pre-pandemic levels, with April 2025 receiving 77% of the Chinese visitors seen in 2019, these numbers are continuing to steadily rebound. China was Australia’s second leading source country in April 2025[1]. Moreover, China remains Australia’s most valuable inbound tourism market by spend, injecting $9.2 billion into the visitor economy in the 12 months to March 2025.
Ms Osmond said, “China remains Australia’s number one inbound market by value, and we’re seeing very positive momentum in visitor numbers and spending.
“It’s great to see our tourism sector be prioritised on a global scale, and this partnership and campaign are a timely boost for still recovering operators. Tourism is a major export and employer, supporting close to one million Australian jobs, and increased interest from Chinese visitors will be key to driving growth across both Australia’s cities and regional areas.”
TTF supports continued efforts to strengthen aviation access, simplify visa processes, and expand regional tourism offerings to meet rising Chinese demand.
“Tourism isn’t just about beautiful places, it’s about jobs, regional growth, and strengthening our people-to-people ties. We applaud the Prime Minister’s leadership in championing this vital sector.”
ENDS