Australia’s tourism industry is set for a major rebound in 2025, with international arrivals on track to surpass pre-pandemic levels and hit 11 million by 2027. Driving the surge are major sporting events, better flight access, and a rising wave of interest from British travellers.
A Surge in British Visitors
The United Kingdom remains one of Australia’s most vital tourism markets. In the year ending September 2024:
- Over 590,000 UK visitors arrived in Australia in the year ending September 2024
- This represents a 6.69% increase on the previous year
- UK tourists spent an estimated AUD $3.5 billion
- Average stay was 28 nights, reflecting long-haul travel behaviour
While international travel to Australia is rebounding across the board, the UK’s steady 6.69% rise stands out—especially with British tourists staying longer and spending more than most. With other markets like China still catching up, the UK remains one of Australia’s most valuable and reliable sources of visitors.
Why are so Many Brits Travelling to Aus?
A growing number of Brits are choosing Australia for both holidays and extended visits, driven by a mix of personal ties, iconic experiences, and cultural familiarity.
With over 1.1 million UK-born residents living in Australia, visiting friends and family remains a major reason for travel, often resulting in longer stays and more regional exploration. On top of that, Australia’s reputation for safety, natural beauty, and outdoor lifestyle continues to resonate with British travellers seeking a rewarding long-haul break.
Major Sporting Events
A significant contributor to the anticipated tourism boom is the 2025 British & Irish Lions tour, already dominating the latest rugby news. This prestigious tour features nine matches across Australia, including three tests against the Wallabies, with 500,000 tickets sold and set to draw over 40,000 visitors—mostly from the UK and Ireland.
Rugby league remains a major draw, with the 2025 NRL Magic Round in Brisbane selling over 150,000 tickets and pushing hotel occupancy above 80%—cementing its status as a key tourism driver in Queensland.
The 2025 Ashes series is set to draw thousands of English fans, continuing the long-standing cricket rivalry between England and Australia, with iconic venues like the MCG and SCG.
Other notable sporting events on the 2025 calendar include:
- Australian Open
- F1 Australian Grand Prix
- Melbourne Cup
These events, combined with strategic scheduling and promotional campaigns, are helping Australia convert sports tourism into a major driver of international arrivals and domestic travel alike.
Travellers Deterred by the US
While UK visitor numbers to the U.S. dropped by 14.3% in March 2025 compared to the same month in 2024, the trend reflects a broader decline in international tourism to the United States.
Overall, global inbound travel to the U.S. also dropped in the same period, with analysts citing tighter border controls, harsher immigration policies, and an unwelcoming political climate—often dubbed the ‘Trump Slump’—as key factors.
In contrast, Australia is viewed as a safer, more welcoming long-haul destination—offering similar appeal to the U.S. through vibrant cities and stunning landscapes, but without the political tension.
Enhanced Connectivity and Infrastructure
To meet rising international demand, Australia is expanding flight access and infrastructure. Qantas will launch new Perth–Auckland and Perth–Johannesburg routes in December 2025, while a $5 billion redevelopment at Perth Airport—adding a terminal, runway, hotel, and parking—is set to cement its place as the country’s second major aviation hub after Sydney.
Where are Brits Going in Australia?
So. where exactly are British travellers going to in Australia? It seems they are gravitating towards a mix of iconic cities, coastal retreats, and natural wonders across the country:
- Sydney and Melbourne – Top urban destinations offering cultural attractions, vibrant food scenes, and landmarks like the Sydney Opera House and Federation Square.
- Queensland’s coastal regions – Spots like the Gold Coast and Cairns appeal with pristine beaches and access to the Great Barrier Reef.
- Byron Bay and the Whitsunday Islands – Growing in popularity for their relaxed vibe, scenic beauty, and laid-back lifestyle.
The Outback’s Outlook
Australia’s tourism rebound is boosting both the visitor economy and broader growth, with total spending forecast to exceed $227.7 billion by 2027—driven by strong domestic and international travel.
In short, 2025 is shaping up to be a landmark year for Australian tourism, with international arrivals, major events, and upgraded infrastructure confirming its status as a top destination—especially for British travellers—with strong growth expected to continue.