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China to reclaim Australia’s inbound tourism top spot by February 2025

michael5923

As winter sets in for the Northern Hemisphere, destinations in the Southern Hemisphere are entering their peak tourism season. Han Bin, General Manager of Tourism Australia China, recently revealed that China is expected to reclaim its position as Australia’s largest monthly tourism market in February 2025.

During the Chinese New Year period, major cities in Australia will host celebratory events, and Tourism Australia has optimized landing services for Chinese visitors. In terms of flights, by January 2025, direct flights between China and Australia will have returned to 2019 levels. Looking ahead, Tourism Australia plans to strengthen off-peak tourism marketing, collaborate with Chinese airlines to introduce bundled products, streamline visa application processes, and use digital technologies to gain insights into market trends and address challenges.


Trip.com Launches Tourism Platform 3.0

Following its shifting focus on inbound tourism, Trip.com unveiled a new strategy at the 2025 Trip.com Global Partner Conference on January 6. Chen Ruiliang, Senior Vice President of Ctrip Group and CEO of Ctrip’s Tourism Division, introduced the concept of Tourism Platform 3.0.

The upgrade targets group tours, car rentals, and other sectors, enhancing consumer experiences while leveraging AI technology to reduce merchant costs. With rising competition from platforms like Xiaohongshu and Douyin, which are increasingly capturing the destination leisure market, Ctrip’s new initiatives aim to solidify its market position and address the fragmented tourism landscape.


Hainan Airlines to Launch Beijing–Oslo International Route on March 22

Hainan Airlines has announced plans to commence a new Beijing–Oslo route starting March 22, 2025. This new service will provide convenient travel between China and Norway, fostering stronger bilateral cooperation. Scheduled for thrice-weekly round trips on Tuesdays, Thursdays, and Saturdays, the route will enhance connectivity for travelers between the two countries.


Cathay Pacific Resumes Direct Hong Kong–Rome Flights

Cathay Pacific announced on January 8 that it will resume direct flights between Hong Kong and Rome starting June 5, 2025. The seasonal service will operate three times weekly on Mondays, Thursdays, and Saturdays, from June 5 to October 25. This marks Cathay Pacific’s second route connecting Hong Kong with Italy, further strengthening travel links between the two regions.


Korea Tourism Organization x Dianping | Pet-Friendly Travel Trend

The Korea Tourism Organization, in partnership with Dianping and Cheng Hui Wan, introduced a new pet-friendly travel initiative called "Pet Travel Diaries in Korea." This campaign has gained popularity, especially in the pet-friendly outbound travel segment, offering pet owners practical tips for exploring Korea with their furry companions.


Thailand Offers High-End Tourism Products to Attract Global Visitors

On January 3, the Tourism Authority of Thailand (TAT) announced plans to cater to niche markets with high-end tourism products. These offerings include luxury, wellness, sports, and romantic experiences, aiming to attract more affluent travelers worldwide.


Jordan Aims to Attract More Chinese Tourists

On January 8, Jordan’s Minister of Tourism and Antiquities, Lina Annab, emphasized that China is one of the most significant global tourism markets. Jordan is working on strategies to attract more Chinese visitors.



Spanish Airports Introduce Measures to Attract Chinese Tourists

The Spanish Airports and Air Navigation Agency (AENA) announced a plan to enhance its services at key airports like Barajas and El Prat to attract high-spending Chinese tourists. AENA intends to renew its comprehensive marketing and technical solutions contract, initiated in November 2022, to promote its airport services in the Chinese market.


AlUla Royal Commission and Dunhuang Academy Sign Strategic Agreement

As part of the "2025 China–Saudi Arabia Cultural Year Execution Plan," the Royal Commission for AlUla and Dunhuang Academy signed a strategic cooperation agreement. This partnership aims to deepen collaboration in culture, tourism, and heritage. Leveraging Dunhuang Academy’s 80 years of expertise in heritage research and cultural preservation, the agreement marks a significant milestone in Sino-Saudi cultural exchange, promoting the rich heritage of both regions.

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