Australia GPP
Australia / New Zealand
October 2024 Summary
1. Executive Summary
- Visitor Arrivals:
- 115,881 Australian visitors to the USA in September 2024, up 7% from 2023, representing 78% of 2019 levels.
- New Zealand visitation to the USA dropped by 9% YoY, totaling 28,322 visitors.
- 4,211 Australians listed a Travel South state as their first intended address, marking a 13% YoY increase.
- Exchange Rate:
- AUD fluctuated from a high of 0.69 USD in September to 0.66 USD in October.
2. Communications & PR
- Media Coverage & Engagement:
- Focus on promoting attendance for Global Week 2025.
- Significant media outreach included engagements with major outlets (e.g., Stuff NZ, The West Australian, Mamamia, Nine, and D’Marge).
- Increased use of Coverage Book platforms to track media engagement.
- Key Campaigns:
- “Where Music Was Born” campaign remains a top priority, with further next steps outlined for media pitching.
3. Travel Trade
- Industry Events & Partnerships:
- Travel Agent Day Australia (TADA): On-site training sessions provided to over 50 travel agents from key agencies (e.g., Flight Centre, Travel Associates, Connected Travel).
- Beyond Borders Conference: Attended the industry conference, interacting with 150+ agents.
- NTIA Awards: Travel South listed as a finalist alongside Tourism New Zealand, Fiji, and Canada.
- United Airlines Partnership: Collaborated on a Coogee Beach cleanup event and explored potential FAM trips in the southern U.S.
- Travel Trade Engagement:
- 66 total trade meetings and 202 agents trained since July.
- Ongoing itinerary discussions with Chris Watson Travel, Phil Hoffman Travel, and Exclusive Holiday Giveaways.
4. Campaigns & Activity
- New Initiatives:
- North Carolina Campaign: Focused on increased promotion of the destination within the Travel USA network.
- Thanksgiving Campaign: Strategic planning for a U.S. holiday-themed marketing initiative.
5. Market Update
- Economic Outlook:
- Australia’s unemployment rate held at 4.1%, while annual inflation dropped to 2.8% — the lowest in 3 years.
- Federal Government announced a budget surplus of $15.8 billion.
- Travel Trends:
- Outbound Australian travel is nearly back to 2019 levels, with outbound trips only 1.5% below pre-pandemic volumes.
- Gen Z and Generation Alpha are influencing family travel decisions, with 71% of travel decisions now made by younger generations.
6. Air Lift
- New Flight Services & Deals:
- American Airlines launched a Dallas Fort-Worth to Brisbane route — the longest U.S. route by distance.
- Qantas increased capacity on U.S. routes, reintroducing A380s and adding premium seating.
- Qatar Airways confirmed plans to purchase a 25% stake in Virgin Australia.
- New refund rules from the U.S. Department of Transportation aim to streamline reimbursements for flight delays and cancellations.
7. Traveler Insights
- Consumer Behavior:
- A growing number of Aussies (18%) report spending beyond their means on travel.
- Nearly half of Australian travelers plan to spend more on travel in 2025.
- Family trips are being shaped by Gen Z and Generation Alpha, who play a larger role in decision-making.
This report highlights strong visitor growth from Australia to the U.S., significant travel trade engagement, and strategic campaigns to boost tourism. Key initiatives like the “Where Music Was Born” campaign, TADA agent training, and expanded airlift capacity aim to sustain the positive momentum heading into 2025.
