Australia
Introduction
Travellers from Australia made 12.0 million outbound visits in 2024, with a total international tourism expenditure of US$46.68 billion.
In 2023, the UK welcomed 1.2 million visits from Australia. During the travellers’ visits, their total expenditure was £1.6 billion, with an average spend of £1,367 per visit.
Visitor characteristics
- 62% of holiday visitors (excluding British expats) are making a repeat trip to Britain (within the last ten years).
- 12% of visits from Australia were made by British nationals in 2023.
- 85% of departing Australians (excluding British expats) are ‘extremely likely’ to recommend Britain for a visit.
- Just under a third of the visits from all Australian states to Britain are made by visitors that reside in New South Wales.
Popular activities for this market
Dining in a restaurant.
Going shopping.
Visiting a pub.
For further information on activities and experiences for this market, please click here.
Explore the inbound data in full
Use our visualisations to see data from this market in greater depth and clarity. Compare annual statistics, and filter by age group, gender, trip duration and more. It includes seasonality, trip purpose and regional spread of visitors to UK destinations. This data is based on the International Passenger Survey, conducted by the Office for National Statistics (ONS).
Please click on the button below and select the market you are interested in.
Perceptions of Britain in the Australian market
- Australians hold an upbeat opinion of Britain as they ranked it fifth overall of 50 nations in the Anholt-Ipsos Nation Brands Index 2024.
- Australians ranked the UK second for culture in general, and third for both contemporary culture and sport. It was also ranked in the top 5 amongst Australians for historic buildings, vibrant city life/urban attractions and cultural heritage.
Global context
Top-level statistics relating to tourism expenditure and popular destinations for this market. For greater detail on inbound tourism flows from this market to the UK, see our data visualisations.
| Measure | 2024 |
| International tourism expenditure (US$bn) | 46.68 |
| Global rank for international tourism expenditure | 6 |
| Number of outbound visits (m) | 12.0 |
| Most visited destination | Indonesia |
| Most visited destination in Europe | UK |
Caring for visitors
- Meeting and connecting with locals is a highlight for Australian travellers: they love to chat with local people and learn about the history of the area, and value tips on hidden gems, walking trails, and unique experiences.
- Australians are open to a wide range of accommodation, from boutique hotels and countryside B&Bs to uniquely British stays such as castles and manor houses, offering experiences not found in Australia or nearby destinations.
- Visiting traditional British villages and towns continues to be a major draw for Australian travellers, especially when paired with the chance to stop in at a local pub, those with historic ties, local produce, and live music offer a memorable quintessentially British experience.
- Early morning arrivals from Australia are common due to flight duration and routing. Providing flexible check-in options, access to a lounge, luggage storage, or shower facilities is appreciated by ultra long-haul travellers adjusting to time zones.
The leisure and travel trade
- Australian travellers continue to rely heavily on travel agents, particularly for long-haul, multi-stop, and higher-budget trips such as those to Britain. While in-person service remains strong, most agents also manage a high volume of digital enquiries via email, social media, and webpages.
- Agents report strong demand for experiences that connect travellers to local culture, such as food tours, historical sites, and visits to National Parks. Many Australians are return visitors to Britain and often look beyond the major cities when planning their next trip.
- Itineraries for Australian travellers are typically complex, with bookings made well in advance, often 9 to 12 months out from travel. Semi-guided tours, small group tours, rail and self-drive combinations, and bespoke itineraries are particularly popular. Agents often work with B2B wholesalers, tour operators, and direct bookings to facilitate these arrangements.
Access to Britain from Australia
The key routes and transport modes that connect this market with the UK.
| Measure | 2024 |
| Weekly direct departures | 7 |
| Weekly seat capacity on direct routes | 1,661 |
| Airports with direct routes in Australia | 1 |
| Airports with direct routes in the UK | 1 |
- Australian travellers have a diverse range of options for travelling to the UK. While Qantas operates a non-stop flight from Perth to London Heathrow, most other routes from Australia to the UK involve at least one stopover at major international hubs. Common stopover airports for one-stop flights are located in the Middle East, Southeast/East Asia and Europe.
To see entry requirements for visitors to the UK from Australia click here.
To see rates for Air Passenger Duty charged on passengers flying home from the UK click here.
Further resources
Where visitors from Australia to the UK reside in their own country.xlsx
Where visitors from Australia to the UK reside in their own country
Australia Experience Seekers Pen Portrait.pdf
Australia Experience Seeker Pen Portrait
Australian Buzzseekers report
Australian Buzzseekers’ attitudes towards and image of Britain, and their behaviours when planning and booking mid- and long- haul holidays (including to Britain).
How we source this information
We work with a number of data sources to provide a rich and insightful picture of our key inbound source markets. This includes, but is not limited to, data provided by Oxford Economics, the UNWTO, Apex, Anholt-Ipsos Nation Brands Index and from our own surveys and ad-hoc research. The largest share of these data comes from the International Passenger Survey (IPS) by the ONS.
Visit our About the International Passenger Survey page for more information on how this data is collected and analysed.
Discover more
Amelia Robertson
Public Relations Executive, Australia and New Zealand, Sydney, Australia
