China's Lunar New Year celebrations are set to bring a travel boom to Australia, but Japan might miss out on the action. A shift in tourism trends?
This year's Lunar New Year holiday, spanning nine days, is expected to see a surge of Chinese tourists exploring the globe, with Australia taking the spotlight. Industry experts reveal that the allure of Australia's wine regions, fresh seafood, breathtaking nature, and customizable small-group tours is attracting a growing number of Chinese travelers.
Trip.com's 2026 forecast predicts Australia will be the top choice for Chinese travelers during this period, with bookings potentially more than doubling compared to 2025. The Great Barrier Reef and the rugged Outback landscapes are just a few of the natural wonders that have captured the imagination of Chinese tourists.
But here's where it gets interesting: Beijing's decision to extend the holiday period to nine days, from February 15 to 23, could be a strategic move to encourage domestic spending. And this is the part most people miss—the diplomatic dispute between China and Japan might have inadvertently boosted Australia's appeal. Beijing's travel warning for Japan, a historically popular destination for Chinese tourists, could redirect a significant portion of travelers to Australia.
China's tourism spending in Australia, its leading market, reached an impressive A$12.3 billion (US$8.7 billion) in the year ending September 2025, according to Tourism Australia. Wine tours, Melbourne's vibrant cafe scene, and the iconic Sydney Fish Market are among the experiences that have drawn Chinese visitors.
So, will Australia become the new favorite destination for Chinese travelers during Lunar New Year? And what does this mean for Japan's tourism industry? Share your thoughts below!
