Wendy Wu Tours has launched its latest China & Central Asia brochure following sustained and accelerating demand for travel to China among Australian travellers.
The launch comes amid a broader uplift in China travel, with Australian Bureau of Statistics data showing visits to China have increased by 16.5 per cent over the past year. This momentum is also reflected in Wendy Wu Tours’ own performance, with 2026 China bookings up more than 100 per cent year-on-year, significantly outpacing broader market growth.
Rather than being driven by a single travel trend, the rise in demand reflects a broader shift in how China is being perceived. The country’s rapid modernisation, increased global visibility and frequent presence in international news and commentary have contributed to a growing sense of curiosity and renewed interest among Australian travellers. As China’s appeal continues to grow, we are seeing more first-time visitors choosing the destination, while repeat travellers are increasingly looking beyond the traditional highlights to explore emerging cities, lesser-known regions and new cultural experiences.
The new brochure brings together China and Central Asia in one integrated offering, reflecting the historic Silk Road links that once connected East and West through trade and culture. Central Asia is gaining strong interest for its sense of discovery, well-preserved Silk Road cities, dramatic landscapes and off-the-beaten-track appeal, alongside its shared heritage with China. The collection has been designed to support a growing appetite for travel that extends beyond traditional routes, while still offering the comfort, structure and confidence many travellers are seeking.
Simon Bell, Managing Director of Wendy Wu Tours Australia, says, “China is increasingly in the spotlight, with demand driven less by a single trend and more by shifting perceptions as the country modernises. This growing visibility is fuelling curiosity among Australian travellers and a desire to experience it first-hand. At the same time, we’re seeing strong growth in travellers seeking the reassurance of a trusted specialist to manage complexity, both through our group journeys and Tailormade itineraries.”
Travellers are also showing increasing interest in exploring beyond China’s major gateways such as Beijing and Shanghai, with demand growing for regional destinations and seasonal departures including Christmas travel. There is also rising interest in longer, multi-country journeys that combine depth of experience with comfort and convenience.
Travellers can save up to $1,800 per person on selected 2027 and 2028 departures and book with confidence thanks to Wendy Wu Tours’ Best Price Promise. If an Early Bird departure is advertised on the Wendy Wu Tours website at a lower price before the final balance is due, the price will be matched. T&C’s apply.
The new brochure reinforces Wendy Wu Tours’ position as Australia’s #1 China Touring Specialist, offering the country’s largest range of dedicated China itineraries. Alongside its extensive group touring portfolio, Wendy Wu Tours continues to expand its Tailormade and Private touring options, giving travellers flexible ways to experience China with complete confidence and ease.
