diff --git a/Tests/test_file_avif.py b/Tests/test_file_avif.py
index b176ebde114..32dd694f580 100644
--- a/Tests/test_file_avif.py
+++ b/Tests/test_file_avif.py
@@ -327,6 +327,10 @@ def test_exif(self) -> None:
             exif = im.getexif()
         assert exif[274] == 1
 
+        with Image.open("Tests/images/avif/xmp_tags_orientation.avif") as im:
+            exif = im.getexif()
+        assert exif[274] == 3
+
     def test_exif_save_default(self, tmp_path: Path) -> None:
         with Image.open("Tests/images/avif/exif.avif") as im:
             test_file = str(tmp_path / "temp.avif")
diff --git a/src/PIL/Image.py b/src/PIL/Image.py
index a49a38739f8..dddf051684a 100644
--- a/src/PIL/Image.py
+++ b/src/PIL/Image.py
@@ -1548,11 +1548,12 @@ def getexif(self) -> Exif:
 
         # XMP tags
         if ExifTags.Base.Orientation not in self._exif:
-            xmp_tags = self.info.get("XML:com.adobe.xmp") or self.info.get("xmp")
-            if isinstance(xmp_tags, bytes):
-                xmp_tags = xmp_tags.decode("utf-8")
+            pattern = r'tiff:Orientation(="|>)([0-9])'
+            xmp_tags = self.info.get("XML:com.adobe.xmp")
+            if not xmp_tags and (xmp_tags := self.info.get("xmp")):
+                pattern = pattern.encode()
             if xmp_tags:
-                match = re.search(r'tiff:Orientation(="|>)([0-9])', xmp_tags)
+                match = re.search(pattern, xmp_tags)
                 if match:
                     self._exif[ExifTags.Base.Orientation] = int(match[2])