What the Latest Tourism Stats Tell Us About Travel to Australia
We’ve been diving into the latest tourism statistics – and the numbers tell a clear story: holidaymakers are leading the charge when it comes to international arrivals and spending in Australia.
According to data from Tourism Australia, ABS, and Tourism Research Australia, a massive 8.3 million people visited Australia in the year to April 2025, with holiday travel accounting for the largest portion of both visitors and spend.
Here’s a quick breakdown of what stood out:
Holiday Visitors Are Back in a Big Way
3.6 million travellers came to Australia in the past 12 months for a holiday – that’s over 43% of total arrivals.
This group also brought the most spending power, contributing $17.9 billion to the economy.
By comparison, 2.8 million people arrived to visit friends or relatives, and just over 500,000 arrived for education.
Visitors Are Spending Big
International visitor spend totalled $48.9 billion, with average trip spend at $6,400.
Visitors from China, the US, and the UK were among the biggest spenders.
The average visitor from China spent over $11,000 during their stay.
Most Stay in Capital Cities – But There’s Room for Regional Growth
81% of visitor nights were spent in capital cities.
Only 19% of visitor nights took place in regional areas.
For souvenir retailers in destinations like the Grampians, Kangaroo Island or the Great Ocean Road, this is a great opportunity to capture more spend from travellers looking to go beyond the city.
Why This Matters for Australian Souvenir Retailers
For our stockists – from gift shops to visitor centres and tourism operators – these stats confirm what we see on the ground:
Holiday travellers are your biggest customer base.
They’re likely to spend on quality souvenirs that help them remember their trip.
The desire for regional, location-specific products is growing – especially for destinations off the traditional tourist trail.
And with more than a third of all travellers visiting Australia for the first time, souvenirs that connect people to place are more relevant than ever.
Our Takeaway?
It’s a great time to stock up on products that appeal to international holidaymakers. Think local animals, famous landmarks, and useful items that travel well – like keyrings, magnets, patches, bottle openers, and rPET tote bags. Our designs are created to reflect real places, real memories, and the kind of connection tourists want to take home with them.
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