Australia Global Reps

Trade & Media Engagement

Gate 7 hosted 28 trade meetings and trained 48 agents across Australia and New Zealand, totaling 114 this quarter. Media engagements reached 6 key outlets with 14 articles published, yielding over 13.4 million impressions in September.

Trade and PR newsletters achieved strong open rates (28% and 48%, respectively). Social media activity grew modestly, supporting awareness through curated Facebook and Instagram posts.

Market Trends & Travel Demand

Outbound travel from Australia remains robust (+11% YoY), but the U.S. has fallen to the 5th most-visited destination behind Asian markets. High costs, inflation (3.0%), and currency weakness continue to steer consumers toward value-driven travel. Airlift expansions from United, Delta, and Qantas bolster accessibility to the South, with Texas and New York seeing the fastest growth in arrivals.

Key Takeaways & Next Steps

• Maintain emphasis on affordability, experiential storytelling, and cultural authenticity.
• Continue advancing mission planning and media partnerships.
• Leverage high PR engagement and targeted training to sustain competitive visibility as value-oriented travelers seek meaningful Southern U.S. experiences.

📈 1. Visitor Volume & Trends

• Australian arrivals to the U.S. showed strong recovery:

  • Dec 2024: 101,115 arrivals (+7% YoY), reaching ~85% of pre-COVID (2019) levels.

  • Sep 2024: 115,881 arrivals (+7%), hitting ~78% of 2019 levels.

  • Nov 2024: 65,866 arrivals (+2%), YTD +7.4%.

• New Zealand travelers:

  • Dec 2024: 22,794 arrivals, down 7% YoY; 2024 total ~256K arrivals (+2%).

• April 2025 snapshot:

  • 89,363 Australians (+1% YoY), while NZ rebounded to 21,205.

  • Texas emerges as a strong gateway: 6,715 Australian arrivals via Dallas (+27%), with YTD +50%.

• First arrival focus:

  • 2024 saw 41,246 Aussies (13% YoY increase) and 3,662 in December listing a Travel South state as their first U.S. destination (+8%).

🎯 2. Strategic Highlights

Travel Trade & PR Initiatives

• Active media and promotional outreach for Global Media Marketplace and IMM 2025.

• The “Where Music Was Born” campaign continues with strong music‑themed content targeting AUNZ audiences.

• PR pitching included invitations and partnerships for Global Week and major trade events in both Australia and NZ.

Communications & Training

• Ongoing travel trade contacts: ~60 trade meetings and 224 agents trained between Jul–Sept 2024.

• Monthly newsletters and webinars: consistent engagement with Gate 7’s 4,300+ network.

Market Intelligence

• Exchange rate trends: fluctuated between 0.66–0.69 USD/AUD; dropped to ~0.625 towards Nov/Dec.

• Macro factors included low domestic inflation and steady consumer sentiment in Australia and NZ.

🌐 3. Market Context

• Australia inbound tourism: Roaring back post-COVID with 7.97 M arrivals (+36%) and median stays of ~12 days in 2023–24.

• Australian outbound travel: Strong recovery with nearly 11M resident returns (+32%) and typical trip lengths of ~15 days.

• National tourism economic impact (Australia):

  • March 2025 data: 8.3M international visitors, $32.9B in spend (+17%), and tourism GDP at $78.1B (+9%).

🔍 4. Key Insights & Opportunities

1. Continued market rebound:

   • Aussie and Kiwi arrivals are steadily approaching or surpassing pre-pandemic levels, supported by strong marketing and direct flights.

2. Texas growing as a feature destination:

   • A 50% YoY jump via Dallas/Fort Worth underscores Texas’s growing brand equity. A strategic opportunity to further promote Southern U.S. states.

3. “First-intended address” surge:

   • 13% growth in visitors listing Travel South states as their first stop reveals strong positioning and destination awareness.

4. Digital & media traction:

   • High impressions (~24 million Jul–Sept) from PR and content indicate robust media interest and reach.

5. Favorable economic conditions:

   • With stabilized currency and low local inflation, disposable income for travel remains strong.

✅ FY25 Recommendations

• Amplify direct flight connectivity promotions—especially Texas—to convert awareness into bookings.

• Leverage Music & Cultural content from “Where Music Was Born” in all AUNZ communications.

• Target the “first stop” audience with tailored experiences/promotions for the Southern U.S.

• Strengthen training and webinars for frontline agents, especially in tandem with trade missions.

• Maintain momentum on PR and digital media outreach, amplifying high-performing content.

🧭 Conclusion

AUNZ FY24–25 showcases strong market recovery, with Australia and New Zealand both approaching or exceeding 2019 visitor volume. Through strategic PR, trade engagement, and enhanced air connectivity, Travel South USA has solidified its presence—particularly in Texas and with “first-intended address” growth. The foundation is set to transform interest into further demand, maximizing FY25’s potential.

The strategy blends trade partnerships, media outreach, and consumer marketing. Trade initiatives include cooperative campaigns with top wholesalers, targeted agent training, familiarization trips, and active participation in key trade events. Media efforts will center on high-value partnerships, earned storytelling, and content creation across digital and print platforms to inspire travel. Consumer activations will integrate multi-channel campaigns that position the South as a must-visit destination.

Core themes—Southern hospitality, cultural richness, and diverse regional experiences—will be consistently communicated to reinforce the TSUSA brand. KPIs measure trade engagement, increased product offerings, earned media output, and campaign reach, ensuring a coordinated approach to converting interest into visitation.