China has now become the fifth most-visited country by Australians. However, there is a growing question: will this number continue to rise?
According to Simon Bell, managing director of Wendy Wu Tours Australia, the signs are promising. “We’re seeing a strong rebound in bookings to China, with bookings up 90 per cent year on year,” he says. This trend is supported by data from the Australian Bureau of Statistics, which shows that Australian residents visiting China have continued to surge post-COVID. Over the past 12 months, the number of visitors has increased by almost 100,000, or about 16 per cent, reaching more than 700,000 compared to the previous year.
Easier Access and Improved Air Connectivity
A major factor behind this growth is the improved accessibility for Australian travelers. The introduction of 30-day visa-free travel for Australians has removed one of the biggest historical barriers. Additionally, the steady restoration of flights has made China more accessible than it has been in years.
Beyond just numbers, the way Australians are choosing to travel to China is also evolving. “Air access has also improved significantly, making travel easier than ever,” says Bell. “There’s also a growing sense of curiosity. China is advancing at an extraordinary pace, and many Australians are eager to experience its rapidly evolving cities firsthand.”
A Shift in Travel Mindset
For many first-time visitors, the classic itinerary still provides the foundation: Beijing, Shanghai, and the country’s major landmarks remain central to how China is introduced. However, this is being layered with new approaches.
“We’re seeing a clear shift in mindset,” Bell explains. “Australians are increasingly looking to go beyond the surface … there’s a growing appreciation that a trip to China is about more than ticking off sights; it’s about deeper, more meaningful travel experiences.”
This means not just new destinations, but also new ways to make the most of them. “Travelers are increasingly drawn to China’s hidden gems,” Bell says. “Exploring the distinct character of different regions … with a stronger appetite for more immersive journeys with firsthand experiences alongside classic touring.”
New Experiences and Luxury Offerings
The return of Design Hotels to mainland China offers a similar story. The Berlin-based Marriott-affiliated group, known for its independent, design-led properties, re-entered the market in 2025 after stepping away during the pandemic. Speaking to Monocle, managing director Stijn Oyen pointed to “an extremely healthy pipeline of stunning projects” and described a new wave of hotels that reflect a more creative direction in Chinese hospitality shaped by design, landscape, and a strong sense of place.
Aman Resorts’ latest China program tells a similar story. Across its three mainland properties – in Shanghai, Hangzhou, and Lijiang – the luxury group has built a spring offering around seasonality, culture, and immersion in the landscape rather than traditional sightseeing.
At Amanyangyun, on the outskirts of Shanghai, the setting is a world away from the city’s usual pace: a forest of 1000-year-old camphor trees surrounding restored Ming and Qing dynasty houses that have been relocated and rebuilt to form a tranquil, village-like retreat. This season, guests can take part in a floral boat afternoon tea, drifting across a lake in a wooden vessel adorned with seasonal blooms.
Near Hangzhou, Amanfayun places travelers within the Longjing tea terraces at the height of the spring harvest, where experiences centre on tea picking, spa rituals, and seasonal menus.
In Lijiang, Amandayan offers a highland retreat overlooking the UNESCO-listed old town, with Jade Dragon Snow Mountain rising in the distance, where wellness treatments and dining draw directly on the surrounding environment.
Expanding Horizons
Bell also points to growing interest in destinations such as Zhangjiajie and Jiuzhaigou, known for their dramatic landscapes, as well as routes along the Silk Road and cities like Chongqing that showcase the country’s blend of ancient culture and future ambitions.
As for who’s going from Australia: “It’s a combination of first-time visitors and repeat travelers,” he says. “For many, the highlights are just the beginning. We’re seeing more people returning to explore beyond the major landmarks … seeking experiences that feel more immersive, personal and beyond the typical tourist trail.”
