Australia’s Inbound Tourism Rebounds Strongly in 2025: ABS Data Shows Nearly 9 Million Visitors and Double-Digit Growth in Key Markets

Sydney, Australia (Tourism Reporter) — Last week’s release from the Australian Bureau of Statistics (ABS) on Overseas Arrivals and Departures delivered welcome news for Australia’s visitor economy, confirming a continued upward trajectory in international arrivals throughout 2025. The latest data, covering the full calendar year and highlighted in the December 2025 release (published February 12, 2026), shows short-term visitor arrivals climbing steadily, with close to 9 million international visitors recorded — the strongest annual total in six years — and overall growth of 8.1% year-on-year.

The figures underscore Australia’s successful post-pandemic recovery, bolstered by expanded aviation capacity, targeted marketing campaigns, and major events. Five priority markets posted double-digit increases: China, Hong Kong, the United Kingdom, France, and Italy. The standout performer was the UK, where arrivals were turbocharged by the Ashes cricket series. December 2025 saw a record 138,600 UK visitors — a 33.6% jump from December 2024 — marking the strongest single month ever for UK arrivals to Australia.

China also crossed a significant milestone: more than one million visitors for the full year, a 17% increase year-on-year. With Lunar New Year celebrations underway in February 2026 — welcoming the Year of the Horse — Tourism Australia anticipates further momentum from this key market in the coming weeks.

The ABS data (available HERE), provides a comprehensive snapshot of inbound movement. Short-term visitor arrivals in December 2025 reached 1,036,660 — up 9.7% from December 2024 — contributing to the annual total approaching 9 million. This represents a robust rebound, with arrivals now tracking well ahead of levels seen in the early recovery years and approaching (though still slightly below) pre-pandemic benchmarks in certain months.

Top source countries for December included New Zealand (142,420 trips), the UK (138,610), and the USA (102,590), illustrating the strength of traditional allies alongside emerging growth from Asia and Europe. The overall 8.1% annual increase reflects not only pent-up demand but also strategic efforts to rebuild connectivity and appeal.

Tourism Australia’s messaging around the release emphasized the positive momentum:

“Five of our priority markets saw double digit growth, China, Hong Kong, UK, France and Italy. The standout was the UK, boosted by an influx of visitors for the Ashes Cricket Series, which saw the strongest month ever on record with 138,600 UK visitors arriving in December 2025, 33.6% more than December 2024.”

The organization also noted:

“There were more than one million Chinese visitors for the year, a 17 per cent increase year-on-year and with the Lunar New Year celebrations taking place this month, we are anticipating a further increase in visitors from China to welcome in the Year of the Horse.”

“Overall, the figures showed international visitor arrivals are continuing to climb and increasing 8.1% ahead of last year with close to 9 million visitors, the strongest in six years.”

These gains align with broader recovery indicators. Earlier ABS releases (e.g., September 2025) showed short-term visitor arrivals finally surpassing comparable pre-pandemic months, signaling a full rebound in many segments. The December data builds on that, with monthly highs underscoring the effectiveness of major events and seasonal drivers.

The positive statistics were further amplified by a high-profile industry event in Canberra last week. Tourism Australia hosted a special Parliamentary Friends of Tourism Networking Event at Parliament House, officiated by Chair Penny Fowler. The gathering brought together tourism industry representatives, Parliamentarians — including co-chairs of the Friends of Tourism Group, Senator Corinne Mulholland and the Hon Kevin Hogan MP — and members of Tourism Australia’s Board and team.

The focus was on the future growth and sustainability of the sector. Assistant Minister for Tourism, Senator the Hon Nita Green, addressed the event, highlighting tourism’s importance for Australia’s regions and praising the success of the Come and Say G’day campaign.

Senator Green also launched the next action plan under THRIVE 2030, Australia’s national strategy for the long-term sustainable growth of the visitor economy. THRIVE 2030 targets a $230 billion visitor economy by 2030, emphasizing jobs, regional development, and sustainability. The new action plan builds on existing investments, including $130 million for the second stage of the Come and Say G’day campaign, $18.5 million for iconic destinations like the Red Centre and Great Barrier Reef, and support for events, infrastructure, workforce building, and disaster recovery.

Senator Green said: “The THRIVE 2030 strategy targets tourism growth which is critical to jobs, small businesses, and regional destinations. The Australian Tourism industry supports 700,000 Aussie jobs and is central to our national identity. We’re backing tourism and supporting our regions as this plan keeps us growing toward a $230 billion visitor economy by 2030.”

The Parliamentary event provided a platform for cross-party dialogue on sustaining the momentum seen in the ABS data. With arrivals climbing and key markets delivering strong results, the focus now shifts to converting this recovery into long-term, sustainable expansion — particularly in regional Australia, where tourism plays an outsized role in economic and community vitality.

Challenges remain, including aviation capacity constraints in some routes, cost-of-living pressures affecting domestic travel, and competition from other Asia-Pacific destinations. However, the combination of record monthly highs (like the UK in December), milestone achievements (China’s million-plus visitors), and proactive policy moves (THRIVE 2030 action plan launch) signals confidence in the sector’s trajectory.

As Lunar New Year celebrations unfold and the Ashes-driven UK momentum carries forward, Australia’s tourism industry enters 2026 on a high note. The ABS release and the Parliamentary event together underscore a pivotal moment: inbound tourism is not only recovering — it’s accelerating, with strategic investments and market-specific wins positioning the country for sustained growth.

Tourism Reporter will continue tracking monthly ABS Overseas Arrivals and Departures updates, THRIVE 2030 implementation, and emerging trends in Australia’s visitor economy.