Visitors are back - and they’re spending more, according to the latest reports
International tourism is bouncing back - and fast.
“There’s a sense of buoyancy in the inbound travel industry right now, with the figures backing up industry sentiment,” says Dean Long, CEO of the Australian Travel Industry Association (ATIA).
While overseas visitor numbers haven’t quite eclipsed pre-pandemic highs, they’re getting close. In August, Australia welcomed 753,000 visitors - just 4.5 per cent below August 2019 levels. Over the past year, total holiday trips have risen seven per cent, although they are still 10 per cent down on June 2019.
The real story lies in spending. Tourism expenditure is up by 22 per cent on 2019, a sign that travellers are staying longer, spending more and seeking richer experiences.
“The [International Visitor Survey] shows a healthy rebound with visitors staying longer, spending more and pushing holiday expenditure well above pre-COVID benchmarks,”
Peter Shelley, managing director at the Australian Tourism Export Council (ATEC).
“The [International Visitor Survey] shows a healthy rebound with visitors staying longer, spending more and pushing holiday expenditure well above pre-COVID benchmarks,” says Peter Shelley, managing director at the Australian Tourism Export Council (ATEC).
“The inbound tourism industry is built on positivity and resilience. Operators are working incredibly hard to maximise every opportunity, and while there is still room to grow to reach pre-COVID volumes, the industry is confident about the path ahead and encouraged by the progress we’re making.”
Numbers to know
$9.2 billion
The amount of money visitors from China injected into the visitor economy in the 12 months to March 2025. Although visitor numbers still fall below pre-pandemic levels, they are continuing to rebound steadily.
“China remains Australia’s number one inbound market by value, and we’re seeing very positive momentum in visitor numbers and spending,”
Margy Osmond, Tourism & Transport Forum (TTF) CEO.
“China remains Australia’s number one inbound market by value, and we’re seeing very positive momentum in visitor numbers and spending,” says Tourism & Transport Forum (TTF) CEO Margy Osmond.
“Campaigns such as Tourism Australia’s latest initiative, which feature culturally resonant icons like Ruby the Roo and actor Yu Shi, play a vital role in reigniting demand and ensuring Australia stands out in a competitive global tourism market.”
27%
The number of Aussies who say family and friends on social media are the biggest influencers when it comes to their holidays, according to new research from TTF. “Aussies are appreciating real holiday recaps that showcase the good, the bad and the ugly — a side that isn’t always shown through curated snapshots of traditional influencer posts,” says Osmond.
63
The number of international cruise ships Australia is set to welcome in the 2025/2026 summer season (October to April), delivering billions of dollars in economic contribution to ports and destinations around the country.
The number of ships is slightly down on the 70 hosted last year, but “many are staying longer and making more port calls”, says Cruise Lines International Association (CLIA) managing director in Australasia Joel Katz.
“We are also seeing increasing numbers of new-to-cruise guests,” he adds. “About 31 per cent of cruisers over the past two years have been first-time guests, up from 24 per cent in 2019.”
"Many ships are staying longer and making more port calls"
Joel Katz, Cruise Lines International Association (CLIA) managing director in Australasia.
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Making airports accessible
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1 ABS data
2 International Visitor Survey
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