Australia Market Overview

Australia Inbound Tourism Snapshot

Inbound visitation from Australia and New Zealand is one of the shining stars for the Travel South USA region, posting a 51% increase in visitors in 2015 vs. 2014. Aussies seek a mix of outdoor adventures, road trips, and urban experiences, perfect for the Travel South USA region. Both Qantas and Air New Zealand have non-stop service to Texas, DFW, and Houston with codeshare options on American Airlines and British Airways. These flights, along with connecting service on Delta Air Lines, give the southern region a great opportunity to grab even more market share.
 
Fueled by Chinese demand for primary resources, Australia’s economy continues to be strong. Unemployment remains low (5.6%) as does inflation (1.5%) and the economy has shown ten (10) consecutive years of growth. Australia has a small
population of 22.7 million, but 6.8 million of those take overseas trips, equating to 31 overseas trips for every 100 residents; everyone travels – youth, families, and baby boomers.
 
Australians travel all year round to the U.S. but the most popular months are between April – September. Over 60% of Australian visitors are repeat travelers to the USA, which bodes well for capturing market share. According to the Brand USA Market profile, the five (5) top motivators for Aussies choosing long-haul destinations are local lifestyle, cultural/historical attractions, beaches/seaside attractions, shopping, and dining/culinary. They view the USA as diverse, energetic, friendly, adventurous, and trendy.
 
Highlighting semi-free experiences (outdoors, museums, sightseeing, small towns, etc.) is likely going to be a key driver. Special interests (music, culture, etc.) will pull in those that still have the income but looking for a less luxury-oriented trip. Value packaging and working with the travel trade will need to be key parts of the strategy to attract visitors.
 

IN MARKET REPRESENTATIVES

Gate 7 Australia
Level 1, 97 Rose Street
Chippendale NSW 2008 Australia


Rob Dempsey, Director of Marketing & Communications - [email protected]
Dani Tuffield, Director Travel Trade - [email protected]
Tristan Freedman, Account Director - [email protected]
Tori Goddard, PR & Media Account Manager - [email protected]
 

RESEARCH

Australia

Global Visits to the Travel South USA region 2012 - 2020(f)


 

 

MARKETING & SALES ACTIVITIES

Travel South USA has a year-round investment in research, travel trade strategies, along with earned, owned and paid media to amplify our efforts in-market. Commissioned research, along with monthly trend reports and a comprehensive tour operator analysis, is provided to state tourism offices participating in the Global Partner Program. Travel Trade strategies and tactics include sales missions, trade shows, workshops/training regional road shows, cooperative event marketing with Brand USA and recruitment of tour operators buyers to International Showcase & Super FAMs. Earned, owned and paid media strategies and tactics include hosting visiting journalists, FAMs, social media campaigns, and cooperative advertising efforts B2C.
Research