As 2025 kicks off, Australian tourism is receiving a significant boost with the return of Chinese travellers, particularly during the vibrant Lunar New Year celebrations. According to Booking.com’s latest search data, Australia is high on the travel wish list for Chinese tourists, with Sydney, Melbourne, and the Gold Coast emerging as the top destinations.
Sydney: The Gateway to Australia
Sydney has firmly claimed the title of the most searched destination among Chinese travellers for the Lunar New Year. This iconic city, renowned for its stunning harbour, world-class dining, and must-visit landmarks like the Sydney Opera House and Bondi Beach, continues to captivate international visitors. As the gateway to Australia, Sydney’s multicultural charm and vibrant events during the Lunar New Year make it an unmissable stop.
Melbourne Shines with Global Appeal
Melbourne, Australia’s cultural capital, secured second place in Booking.com’s rankings. The city’s bustling arts scene, thriving coffee culture, and significant events like the Australian Open draw travellers in droves. Melbourne’s unique combination of European-inspired architecture and contemporary flair offers an irresistible appeal, particularly for Chinese visitors seeking an immersive experience.
Gold Coast: Sun, Surf, and Adventure
The Gold Coast, famed for its golden beaches and thrilling theme parks, clinched third place. Known for its laid-back lifestyle, the region appeals to travellers looking to relax and explore Australia’s iconic coastline. From surfing at Surfers Paradise to venturing into the hinterland’s lush rainforests, the Gold Coast offers something for everyone.
Regional Highlights and Surprising Trends
Victoria’s Dominance
Victoria emerged as a powerhouse in the rankings, with seven destinations making the top 25. Coastal gems such as Port Campbell, Apollo Bay, and Phillip Island have captured the hearts of Chinese travellers seeking picturesque escapes. Melbourne’s neighbouring suburbs, including Geelong and Box Hill, also demonstrated strong appeal due to their unique urban vibrancy and cultural authenticity mix.
Queensland’s Coastal Treasures
Queensland followed closely with six destinations on the list. Beyond the Gold Coast, highlights included Brisbane, Cairns, and Hamilton Island—a paradise within the Whitsundays. These locations offer quintessential Australian experiences, from snorkelling in the Great Barrier Reef to exploring dynamic cityscapes.
Smaller Gems and Cultural Immersion
Tasmania’s inclusion in the top 25, with destinations like Hobart, Launceston, and Bicheno, underscores the growing interest in off-the-beaten-path adventures. Meanwhile, Western Australia’s Margaret River and Fremantle offered unique appeal through wine tours and historic maritime experiences.
A Shift Toward Cultural and Unique Experiences
Booking.com’s generational travel research highlights a significant shift in Chinese travellers’ preferences. One in three (32%) expressed a strong interest in culturally immersive stays, such as Indigenous experiences or exploring Australia’s iconic outback. This trend reflects a desire for authentic connections and deeper engagement with Australia’s diverse heritage.
Todd Lacey, Regional Manager for Oceania at Booking.com, remarked, “It’s encouraging to see Chinese travelers returning to Australia with a focus on unique and meaningful experiences. From the bustling cities to the tranquil countryside, Australia offers a wealth of opportunities to connect with our rich culture and natural beauty.”
Why This Matters for Australian Tourism
The resurgence of Chinese travellers marks a turning point for Australia’s tourism industry, which has faced significant challenges in recent years. With China historically being Australia’s largest inbound tourism market, the return of these visitors is a welcome boost for the economy.
The Lunar New Year period, in particular, provides a prime opportunity for businesses to showcase their offerings. From festive events in Chinatown districts to curated travel packages highlighting Australia’s unique landscapes and cultures, operators leverage this momentum to attract and delight visitors.
Complete List of Top 25 Destinations
- Sydney, NSW
- Melbourne, VIC
- Gold Coast, QLD
- Brisbane, QLD
- Cairns, QLD
- Perth, WA
- Apollo Bay, VIC
- Hobart, TAS
- Hamilton Island, QLD
- Adelaide, SA
- Canberra, ACT
- Airlie Beach, QLD
- Port Campbell, VIC
- Phillip Island, VIC
- Geelong, VIC
- Box Hill, VIC
- Geraldton, WA
- Stanley, TAS
- Launceston, TAS
- Albany, WA
- Newcastle, NSW
- Fremantle, WA
- Margaret River Town, WA
- Bicheno, TAS
- Warrnambool, VIC
A Promising Year Ahead
With Chinese travellers prioritizing Australia as a top destination, the 2025 Lunar New Year represents a fresh chapter for the nation’s tourism industry. From Sydney’s iconic skyline to Tasmania’s rugged charm, Australia’s diverse offerings are perfectly poised to meet the evolving desires of international visitors. As businesses and tourism operators adapt to these trends, the future looks brighter than ever for Australia’s travel sector.
Written by: Yves Thomas
