Australia Global Reps

Trade & Media Engagement

Trade engagement remained steady with meetings, trainings, and newsletter outreach to nearly 3,800 recipients in February, maintaining open rates around 26%. Agent training resumed with 16 agents trained during the month.

Media activity was particularly strong, with 23 media meetings and multiple articles generated, driving nearly 9 million impressions. PR newsletters continued to achieve strong engagement, with open rates near 49%. Social media activity delivered significant reach, particularly on Facebook, though engagement levels remained modest.

Market Trends & Travel Demand

Australian arrivals to the U.S. declined 12% year-over-year in January, while New Zealand declined 23%. Despite this, the South saw a slight increase (+2%) in intended visitation. Broader outbound travel trends show Australians prioritizing value and proximity, with Asia-Pacific destinations dominating growth.

The U.S. remains the fourth most visited destination but experienced a slight decline, indicating competitive pressure from more affordable markets.

Key Takeaways & Next Steps

• Maintain strong trade engagement through training and sales missions
• Leverage high-performing PR channels to expand reach and storytelling
• Emphasize value-driven messaging to remain competitive with Asia markets
• Capitalize on growing interest in cultural and music-driven experiences
• Continue building Global Week media and creator participation

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.