Australia’s strongest prospective inbound demand for 2027 is coming from Asia, with travellers in China and India leading international interest in visiting the country, according to SiteMinder’s latest Changing Traveller Report.
Among respondents planning an international trip over the next 12 months, 24% of travellers in both China and India included Australia in their plans. Indonesia followed at 17%, while 16% of Singaporean travellers nominated Australia.
The picture is markedly different across several European and North American markets. Just 1% to 4% of travellers surveyed in the UK, France, Germany, Spain, Mexico and Canada said they were planning an Australian trip.
The UK recorded one of the clearest declines. In SiteMinder’s Changing Traveller Report 2025, 8% of UK respondents planned to visit Australia within the following year. That figure has fallen to 3% in the 2027 report.
The shift is notable given the UK remains one of Australia’s largest established visitor markets.
In the year to June 2026, the UK was Australia’s fourth-largest source of short-term visitors with 751,420 arrivals, while China ranked second and Singapore fifth.
SiteMinder’s earlier research also suggests Australia’s broader destination appeal has eased from previous highs.
The country ranked fourth globally among intended destinations for 2025, with 11.2% of travellers nominating Australia, before slipping to eighth in the 2026 report. China was Australia’s strongest market in the 2025 research.
