Great Barrier Reef calling: Chinese tourists make Australia a Lunar New Year hotspot

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By Ralph Jennings

Published February 14, 2026

Bookings projected to surge on new flights, flexible itineraries and ease of payment

China’s travel industry is expecting a sharp increase in visitors to Australia during this month’s extended Lunar New Year holiday, as millions of tourists fan out across the world for a nine-day break.

Industry insiders said the lure of wine, seafood, nature and flexible small-group itineraries was driving interest in the island country.

Australia is projected to attract “the most travellers from China” during the break, with bookings likely to more than double over last year’s total, according to Trip.com’s 2026 Lunar New Year travel forecast.

The report highlighted natural wonders such as the Great Barrier Reef and the outback’s landscapes as among the most appealing attractions.

Beijing has announced one of its longest holidays in years to boost spending, running from February 15 to 23, compared to the eight-day holiday last year. Interest in Australia may have received a boost after Beijing issued a travel warning for Japan – a traditional destination for Chinese travellers – amid a protracted diplomatic row.

Total trip spending from China, Australia’s top market, reached A$12.3 billion (US$8.7 billion) for the year ending in September 2025, according to Tourism Australia, a government promotional agency.

Nick Henderson, Tourism Australia’s regional general manager for Greater China, pointed to wine tours, Melbourne’s cafe culture and the Sydney Fish Market as top attractions.

“Travellers are wanting a much more immersive experience, whether it be a masterclass, food and wine experience, [an] ocean-to-table seafood half-day experience – these are increasingly being preferred by our Chinese visitors,” he said.

China Trading Desk, a travel technology and marketing firm, forecast that about 71,000 Chinese tourists would visit Australia over the break, a 20 per cent increase over the same period last year.

“Nature and wildlife remain the heroes, explicitly flagged by Tourism Australia as top drawcards for Chinese travellers,” its CEO Subramania Bhatt said.

Australia appeals especially to small groups, a trend that emerged in China after the Covid-19 pandemic, he added, citing demand for “more flexible itineraries for families and couples”.

He also pointed to Australia’s widespread acceptance of UnionPay, the Chinese card payment network, as making travel smoother.

For premium independent travel, “enthusiasm” for Australia often outweighs price and visa hurdles, Bhatt added, though streamlined visa processing or visa-free access could support growth.

Marketing company Dragon Trail International called Australia and New Zealand the most popular “long-haul” destinations for Chinese travellers this year.

“Australia offers an appealing summer getaway during the Lunar New Year season and is also perceived by Chinese travellers as a particularly safe international destination, which is all the more important during a travel period characterised by family travel,” said Sienna Parulis-Cook, Dragon Trail’s marketing and communications director.

New direct flights – including Shenzhen to Melbourne on Shenzhen Airlines and Guangzhou to Darwin on China Southern Airlines – are expected to further boost tourism, she said. Both routes were launched in December.