【Text by Observer Net, Deng Jun, Editor: Zhao Qiankun】

Australian Bureau of Statistics latest data shows that traditional popular destinations such as the United States are no longer the top choice for Australian tourists.

According to reports from the Sydney Morning Herald and SBS Radio, the Australian Bureau of Statistics' latest annual report reveals significant changes in the travel destinations of Australians: In 2024-2025, the top five countries for Australian outbound travel were Indonesia, New Zealand, Japan, the United States, and China. In 2014-2015, the top five were New Zealand, Indonesia, the United States, the United Kingdom, and Thailand.

The specific data for 2024-2025 showed that Indonesia (especially Bali) was at the top with about 1.74 million people, accounting for 14% of the total number of Australian outbound tourists. Japan ranked third with 910,000 people. Compared to 2014-2015, the number of Australian tourists visiting Japan increased threefold.

SBS Radio of Australia

The Australian Bureau of Statistics' latest annual report pointed out that the United States is the only country in the top five with lower visitation than ten years ago. In 2024-2025, the number of Australian tourists traveling to the United States was less than 750,000, a decrease of 253,000 compared to 2014-2015, a drop of 25%.

At the same time, approximately 653,000 Australian tourists traveled to China, making it the fifth most popular outbound travel destination for Australians. In addition, the number of Australian tourists traveling to China in 2024 surged to 580,000, an increase of 85.32% compared to 2023.

In June 2025, Australian News reported that Simon Bell, general manager of Wendy Wu Travel Agency in Australia, said, "In the past six months, China has once again become one of the highest booked destinations for us. Many tourists choose group tours, which allow them to sightsee famous landmarks and explore hidden spots. This trend is still heating up."

Analysis by the Sydney Morning Herald and SBS Radio suggests that multiple widespread factors influence Australian tourists' travel choices, including exchange rates, political and security environments, natural disasters, cost of living pressures, and renewed international travel enthusiasm after the pandemic. For example, more favored Asian destinations are often countries where travel costs have not significantly increased in recent years.

SBS Radio of Australia cited analysis by Professor Sara Dolnicar from the Queensland University of Technology Business School, stating that part of the reason for the decline in Australian interest in traveling to the United States is related to the political environment.

"I'm not sure if this is directly attributable to the Trump administration or the perception of unstable decision-making, but it undoubtedly affects international travel to the United States," Dolnicar said. People might say they like the United States, but it's not the best time to travel there now. As for China, tourists may have always wanted to go, and now the visa-free policy provides convenient conditions for travel.

The Sydney Morning Herald also quoted Dean Long, CEO of the Australian Tourism Industry Association, who stated that China's visa-free tourism policy effectively promoted the growth in the number of Australian tourists traveling to China.

Bell believes that several key factors underlie the surge in Australian tourists traveling to China: The awareness of China as a tourist destination has improved, and foreign tourists are increasingly attracted by its modern cities, rich culture, and beautiful landscapes. Increased air capacity with more direct flight options... These factors combined make China a desirable and accessible destination for Australians in 2025.

According to the Australian Tourism and Transport Forum's May 2025 tourism trends data, among the popular destinations, Japan had the largest year-on-year increase at 38.4%, followed by China (+35%) and Vietnam (+26.2%).

Margy Osmond, CEO of the Australian Tourism and Transport Forum, predicted that Australians may tend to choose destinations closer to home, especially Southeast Asia and the Pacific region. She further analyzed that although traditional popular destinations such as the United States and Europe remain attractive, rising costs, a weaker Australian dollar, and higher long-haul flight fees will suppress some demand. In contrast, some emerging tourist destinations in the Asia-Pacific region are expected to enter the top five, and local tourism industries need to address challenges such as affordability, sustainability, and providing seamless border experiences to meet the growing expectations of Australian tourists.

"In the next 12 months, the trend of Australian outbound tourism is expected to continue largely as before, with Indonesia remaining the top choice. However, Vietnam is a country worth watching," said Dean Long. "When I see the development of Vietnam's tourism and the number of visitors, I find its market performance very active. It is expected that Vietnam will soon become one of the most popular vacation destinations for Australians."

This article is an exclusive piece by Observer Net. Unauthorized reproduction is prohibited.

Original: https://www.toutiao.com/article/7540133502085136950/

Statement: The article represents the views of the author. Please express your opinion by clicking on the [Up/Down] buttons below.