Australian businesses should brace for a busy period as Chinese tourists arrive in record numbers during the longest Chinese New Year holiday ever recorded, experts say.
What’s happening: Australia is preparing for the longest Chinese New Year holiday in history, running nine full days from 15 to 23 February 2026, with extended travel from 13 February to 3 March.
Why this matters: Chinese visitors are Australia’s highest-spending international tourists, contributing over $9 billion annually.
Australia’s tourism industry is bracing for an unprecedented surge in Chinese visitors as the country celebrates the longest Chinese New Year holiday in its history.
The 2026 Chinese New Year holiday period will last nine full days, from 15 to 23 February, with additional travel expected from 13 February through to 3 March. This extended break is driving record demand for Australian destinations, with leading Chinese travel agencies reporting that long-haul packages to Australia and New Zealand are essentially sold out.
Nine days of travel
Beijing Business Today reported on 13 January 2026 that Chinese travel agents’ long-haul packages to Australia and New Zealand are “basically sold out” Travel Weekly, signalling unprecedented demand for the peak holiday period.
Tongcheng Travel, a leading Chinese online travel agency, reported that summer experiences in Australia and New Zealand rank among the top four travel trends for the 2026 New Year holiday. The Shanghai to Sydney route has emerged as one of the top ten most popular long-haul overseas routes for the period.
UniTour International revealed that more than 80 per cent of its Australia and New Zealand group tours departing during the Chinese New Year period were already booked by mid-December 2025, representing a significant increase compared to previous years.
Airbnb data shows that searches by Chinese travellers for Spring Festival travel more than doubled, with Australia remaining firmly among the most sought-after long-haul options in the region.
Routes and visas
Air connectivity between China and Australia has expanded significantly, removing key barriers to long-haul travel. China Southern Airlines launched a direct Guangzhou to Darwin service in December 2025, reopening a vital northern gateway and providing direct access for travellers from southern China into the Northern Territory.
Shenzhen Airlines also launched its first-ever direct Shenzhen to Melbourne service in late December, adding an estimated 95,000 seats per year and strengthening Victoria’s position as a major entry point for Chinese tourists.
Visa policy changes are playing a significant role in boosting travel confidence. The recent easing of visa requirements for Chinese tourists has reduced friction in the travel planning process, making Australia a more accessible destination during peak holiday periods.
Payment infrastructure ready
As inbound travel accelerates, payment convenience remains a key consideration for Chinese visitors. UnionPay has established an extensive payment acceptance network across Australia, covering major sectors including department stores, supermarkets, hotels, dining, transportation and everyday services.
“This is going to be the longest Chinese New Year break in history,” said Michelle Shao, Executive Vice President, South Pacific Division, UnionPay International.
“The expansion of direct flight routes between China and Australia is supporting more flexible travel planning,” Shao added. “Longer stays and more diverse itineraries also place greater importance on seamless and familiar payment experiences. UnionPay is working with local partners to ensure merchants are well prepared to serve Chinese visitors during this peak period.”
During Chinese New Year 2025, UnionPay recorded solid transaction growth across many Australian merchants. Based on current travel trends, the company has strengthened its payment infrastructure and merchant readiness to support anticipated increases in transaction activity during the longer 2026 holiday period.
Record spending expected
Spending with key tourism merchants increased significantly during Chinese New Year 2025, particularly across accommodation, dining and retail sectors.
“The tourism data published in China recently highlights a fundamental shift in the scale and sophistication of Chinese outbound travel to Australia,” said Michelle Shao. “What we saw in 2025 was not a rebound, but a reset to a much higher baseline of travel demand. Chinese tourism data suggests that 2026 might deliver record visitor numbers and record spending, particularly across duty-free, accommodation, dining and premium tourism experiences.”
Chinese tourists were responsible for over $9 billion AUD in expenditure in 2025 alone, making them Australia’s highest-spending international visitor group Travel And Tour World, according to official government data.
Duty-free shopping could rise more than last year’s growth, reflecting both the return of long-haul travel and strong demand for luxury goods, cosmetics and premium Australian products.
“Chinese travellers today are highly informed, digitally savvy and looking for depth of experience,” Shao said. “They are staying longer, travelling beyond capital cities and seeking authentic local experiences. This is reflected in the way they use UnionPay cards across a broad range of merchants, from iconic attractions and fine dining to regional tourism operators.”
Michelle Shao said that UnionPay is working closely with Australian merchants, tourism bodies and financial institutions to ensure they are ready to meet the needs of Chinese visitors during the extended peak holiday period.
“UnionPay is committed to supporting Australia’s tourism ecosystem as it prepares for this period of increased activity from inbound Chinese tourists,” Shao said. “By enabling seamless, secure and familiar payment experiences and wide acceptance, we help merchants convert demand into revenue and ensure that Chinese travellers can spend confidently wherever their journey takes them.”
With more airlines, more routes, and more capacity now linking China and Australia, combined with strong consumer demand and favourable policy settings, Chinese New Year 2026 marks a new chapter for inbound tourism.
“Current tourism indicators suggest a positive outlook for Chinese New Year travel in 2026,” Shao said. “For businesses across tourism, retail and hospitality, preparation will be key. UnionPay will continue to support merchants and partners through reliable payment services, exchange rate incentives and coordinated promotional activities, helping them better engage with Chinese visitors during the holiday period.”
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