Celebrating Australian Craftsmanship — Yellow Earth Joins Ctrip Global Shopping

Golden Week 2025 has taken on renewed significance — combining both National Day and Mid-Autumn Festival into an extended 8-day “super holiday”. With travel restrictions lifted and outbound demand rebounding, this period is fast becoming a bellwether for global tourism trends. For Australian retailers, especially those in tourism zones (airports, shopping precincts, duty-free, luxury goods), this surge is an opportunity that must be understood — and acted on.

Tourism Australia has entered into a new Memorandum of Understanding (MoU) agreement with global online travel agency Trip.com Group to grow Australia’s share of visitors, particularly from China. The three-year agreement will see the delivery of increased destination marketing activity and the creation of new travel packages to encourage more visitors to plan and book holidays to Australia.