Tourism Australia and Trip.com Group sign agreement to boost Chinese tourism to Australia

Tourism Australia and Trip. com Group have signed a Memorandum of Understanding (MoU) that promotes Australia as a premier destination for Chinese tourists as well as visitors from other key Asian markets.

This partnership is aimed at providing a significant boost for Australia's tourism industry.

Australian Prime Minister Anthony Albanese witnessed the signing and is focused on advancing Australia's security and economic interests - with trade, tourism and Australian jobs a critical part of his visit to China.

China is Australia's largest tourism market by expenditure, with a total spend of $9.2 billion in the 12 months up to March 2025.

This represents around a quarter of all short-term international visitor expenditure in Australia for that period.

Chinese tourism is also growing at a faster pace than other international markets, with a 26% increase in visitors in the past 12 months and a total of 860,000 trips to Australia.

Trip. com Group is one of the world's largest travel agencies. It commands more than 40% of the Chinese travel market, has a large presence in other parts of Asia and is accessed by more than 300 million travellers worldwide.

While visiting Trip. com Group's headquarters in China, Prime Minister Albanese attended the launch of Tourism Australia's new trailer for the next chapter of its Come and Say G'Day  campaign - aimed at inspiring international travellers to book an Australian holiday.

Prime Minister Albanese noted "not only is Australia's beef, barley, red wine and rock lobster the best in the world - we're the best place in the world to come for a holiday.

"Expanding our tourism relationship with China will mean more jobs for Australians and a boost for Australian businesses."

Image. Come and Say G'day, Sydney Harbour, Sydney, New South Wales Credit: Tourism Australia