Aussie travellers are suddenly swapping Japan for this major Asian destination

Japan has long been a favourite for Australians heading on an Asian holiday, but one nation threatens to take some of the shine off the land of the rising sun.

Australian travel to China has risen almost 34 per cent in a year, now threatening to topple Japan, according to Bureau of Statistics data.

The latest numbers show Aussies returned from 90,930 short-term trips to China in April 2026, compared with 108,540 trips to Japan.

China was the fourth most popular country for Australian holiday-makers during the month, behind only Indonesia, New Zealand and Japan.

So, why are Australians suddenly flocking to China?

Wendy Wu Tours managing director, Simon Bell, says China is not only hot on the heels of Japan, it is actually already surpassing Japan in terms of growth, which he calls "exceptional".

But while Japan remains "incredibly strong" and a favourite with Australian travellers, China is attracting traveller interest for its "scale, depth and sense of discovery".

"China is also far more accessible than many Australians realise, with improved visa arrangements, increased airline capacity and ongoing investment in tourism infrastructure making travel on the ground much easier," Bell says.

And there could be more growth to come for China, as perceptions about the Asian powerhouse change.

"Many Australians still associate China with language challenges, difficulty navigating or uncertainty around digital systems," Bell says.

"In reality, infrastructure, high-speed rail, tourism services and guided travel options have improved significantly, making it far more accessible than many people realise."

Many Australians are choosing to see China through group tours, with cities like Chongqing with its rapid development, modern infrastructure and sheer scale, alongside Zhangjiajie's natural diversity, proving popular for first-time visitors, Bell says.

Bell says China is attracting a mix of Australian travellers, including younger people looking for more exploratory, less obvious destinations, as well as a strong and growing over-55 market attracted to the depth of history and rich cultural experiences.

Japan is attracting similar visitors, including young families, first-time visitors to Asia and Gen Z audiences, along with a strong over-55 cohort of its own.

Bell is seeing a lot of repeat visitors to China, with the first visit often only scratching the surface. Return visitors are choosing river cruising, food-led journeys, regional exploration and lesser-known provinces the second time around, he says.

She says for the company's mainly over-55 solo adventurers, China is a once-in-a-lifetime, bucket-list trip, and travellers are combining the hustle and bustle of the big cities including Shanghai, with the Great Wall of China, the Chengdu pandas, the Terracotta Army, a cruise on the Yangtze and a Peking duck dinner.

For Just You's travellers, the biggest barriers are often adjusting to contactless payments like Apple Pay.

"Web access is also limited which means apps such as WhatsApp and Google Maps don't work," Field says.

China is known for limiting access to popular foreign websites and applications including Facebook, Messenger and Instagram. Travellers who choose to purchase a Chinese SIM or connect to Wi-Fi in China need to set-up alternative applications, such as WeChat and Baidu.

Using a travel eSIM, international roaming or a VPN usually gets around this.