Just when some were wondering whether Australia’s tourism recovery had hit cruising altitude, the latest numbers have arrived with all the subtlety of a fully laden A380.
The message? International travellers are back, wallets open, and Australia remains firmly on bucket lists across the globe.
Fresh figures from the International Visitor Survey for the year ending March 2026 reveal international visitor spending has jumped by a hefty 20 per cent over the past year, while visitor numbers climbed 10 per cent. Holiday travel expenditure wasn’t sitting on the tarmac either, surging 17 per cent.
And leading much of the charge? China.
For an industry that not so long ago was staring down empty airport terminals, grounded aircraft and enough uncertainty to make even the hardiest tour operator reach for the aspirin, the latest results are welcome reading.
The Australian Tourism Export Council (ATEC) certainly thinks so.
ATEC Managing Director Peter Shelley said the figures confirmed Australia continued to punch above its weight as a destination of choice for international travellers.
“These are positive results and demonstrate Australia remains highly attractive to international travellers, with strong growth in both visitor numbers and holiday spending across many of our key markets,” Shelley said.
“It is particularly encouraging to see continued growth despite global disruptions earlier this year, including the initial impacts of instability in the Middle East, as well as strong performance from China driven by the extended Lunar New Year travel period.”
China’s resurgence has provided an especially timely shot in the arm for Australia’s visitor economy. The extended Lunar New Year period helped fuel demand, delivering strong outcomes across accommodation, touring, attractions and aviation.
But before anyone in tourism starts ordering commemorative champagne flutes, Shelley says there is still plenty of heavy lifting ahead.
And he’s got a point.
The global tourism battlefield is becoming increasingly crowded. Every destination from Thailand to Turkey, Japan to Dubai, is spending big, opening new air routes and rolling out the red carpet in pursuit of international visitors.
Australia, meanwhile, risks taking its foot off the accelerator at precisely the wrong moment.
“While visitor spending growth is encouraging, it is important to recognise part of that increase also reflects higher travel costs and inflationary pressures, meaning expenditure growth alone does not tell the full story,” Shelley said.
“Our members continue to report strong international interest across key markets including China, India, Southeast Asia, Europe, the United Kingdom and the United States, however, converting that demand into confirmed bookings remains increasingly competitive in a rapidly changing global environment.”
Anyone selling Australia offshore knows exactly what he means.
Interest is plentiful. Firm bookings? That’s where the contest begins.
Travellers now have more choice than ever, airlines are aggressively rebuilding networks, and destinations worldwide are throwing serious money behind tourism promotion.
Shelley warned Australia cannot afford complacency.
“Australia is operating in an increasingly competitive international environment, and we cannot afford to lose momentum as destinations around the world continue to invest aggressively in attracting visitors, strengthening aviation access and supporting tourism growth,” he said.
Perhaps most concerning for the industry are policy settings that may inadvertently make Australia less competitive.
Shelley said proposals to reduce tourism marketing investment while simultaneously increasing departure taxes send an unfortunate message to international markets.
“At the same time, Australia is facing policy decisions that risk weakening our competitive position – reducing investment in tourism marketing and increasing departure tax, making travel to Australia more expensive – sending the wrong signal at a time when protecting market share has never been more important.”
Few in the tourism sector would argue.
After all, international tourism remains one of Australia’s export heavyweights, generating billions in economic activity while supporting businesses from Cairns to Cradle Mountain.
“International tourism remains one of Australia’s most valuable export industries, and these results show what can be achieved when Australia remains focused on growing global demand. The priority now must be ensuring we maintain that momentum,” Shelley said.
The numbers tell a good story.
The challenge now is making sure it’s only the first chapter.
By: Susan Ng – © 2026.
Read Time: 4 minutes.
Author Bio:
With the polish of an international hotel professional and the instincts of a born storyteller, Susan Ng learned hospitality where it truly lives behind reception desks, in banquet halls, beside linen carts. She understands that excellence isn’t announced; it’s felt, in the small, quiet gestures that linger long after checkout.
Away from the bustle, her curiosity found a new front desk: the blank page. Her blog, candid and gently wry, drew readers who recognised truth when they saw it. She wrote about grace and imperfection with the steady eye of someone who had lived both.
Today, at Global Travel Media, Susan brings that same warmth and insight to her stories. Expect writing that is polished, generous, and reassuring, like the perfect welcome after a long journey.
