A Surge in Newcomers Post-2020
Australia’s population has soared since 2020, driven by a post-COVID migration rebound. Net overseas migration (NOM) hit a record 536,000 in 2022-23, dropping to 446,000 in 2023-24 as borders stabilized. This influx, fueled by economic recovery and labor shortages, has reshaped Australia’s cultural and economic landscape. But who’s arriving, and what do they bring?
Key Trends: Who’s Coming and When
From 2020 to mid-2025, India, China, and Nepal dominate as top migrant source countries. India leads, with Indian-born migrants growing steadily, contributing 91,000 permanent visa holders in 2023-24. Nepal’s rise is striking, with its youthful population driving student visa surges (207,000 in 2023-24). China follows, though its numbers dipped post-COVID due to geopolitical shifts. The Philippines and Vietnam are fast-growing, filling healthcare and trade roles.
Migration peaked in 2023, with 739,000 arrivals, before declining to 667,000 in 2023-24 as student numbers eased. Young migrants (82% under 40) dominate, with 25-year-olds leading arrivals, often postgraduates or skilled workers. Professions like IT, healthcare, and engineering are common, with 65% of temporary skilled residents holding Bachelor’s degrees or higher. Nepali and Punjabi speakers are among the fastest-growing language groups, reflecting South Asian migration surges.
Deep Demographics & Lifestyles
Migrants are young, skilled, and vibrant. Indian migrants, often IT professionals or nurses, cluster in Melbourne’s Tarneit and Sydney’s Parramatta, embracing cricket and Bollywood streaming. Nepalese students in Brisbane’s Fortitude Valley favour affordable education and part-time hospitality jobs, with hobbies like soccer and K-pop fandoms trending on X. Filipino nurses in Sydney’s Blacktown prioritise community events and karaoke nights, often buying budget-friendly EVs for commuting.
Settlement & Opportunities
Migrants gravitate to urban hubs, with 78% settling in capital cities like Melbourne and Sydney in 2021, though regional migration is rising. Punjabi-speaking Indians in Melbourne’s Tarneit work in healthcare, while Chinese students in Sydney’s Burwood study IT and business. Regional areas like Toowoomba see Nepalese and Filipino workers in agriculture and aged care, spurred by Skilled Regional Visas (subclass 491). These patterns reflect Australia’s push to balance urban congestion with rural labour needs.
Actionable Insights: Why Brands and Governments Should Act
Case Study: Targeting the Punjabi Market
The growing Punjabi community in Tarneit, often healthcare workers, presents a prime opportunity. Brands can advertise health supplements or insurance on Indian radio, streaming platforms and locally owned media channels, leveraging their love for community events and cricket. Leba, our multicultural marketing agency, can craft campaigns blending cultural nuance to authentically engage with your desired audience.
Brands, tap into Australia’s diverse migrant markets with Leba’s tailored strategies, contact us at leba.com.au. Governments and NGOs, partner with us to build inclusive messaging that empower newcomers. Let’s shape Australia’s multicultural future together!