The Australia / New Zealand report highlights a dynamic landscape for U.S. travel marketing amid political uncertainty, economic challenges, and evolving traveler sentiment. While overall Australian and New Zealand visitation to the U.S. saw a dip in March (down 7% and 10% year-on-year, respectively), Travel South USA sustained a stable share of Australian arrivals (5% of total U.S. entries), thanks in part to resilient destination appeal, new airlift, and strong trade engagement.
Trade & Media Engagement
Key initiatives included participation in Global Week, high-visibility media coverage, and targeted training with luxury agents and travel consortia like Flight Centre and Envoyage. Podcasts, newsletters, and thematic campaigns—such as “Eating Your Way Through the South”—amplified regional appeal. Media outreach combated negative headlines around U.S. border experiences with storytelling that spotlighted authentic cultural and culinary experiences.
Market Trends & Travel Demand
Market trends showed growing interest in sports tourism, multigenerational travel, and Gen Z-led “frolleague” vacations. Currency fluctuations (AUD below 60c before rebounding) and heightened border protocols fueled public hesitancy, but data from Hilton, Roy Morgan, and Expedia indicated a rebound in outbound travel, particularly among younger demographics.
Key Takeaways & Next Steps
Looking ahead, TSUSA will build on Qantas and United airlift developments, deepen agent education, and expand co-op marketing programs. With the federal election and media landscape shaping perceptions, strategic messaging and ongoing relationship-building remain essential. TSUSA’s commitment to reinforcing confidence through trade partnerships and authentic storytelling ensures the South remains top-of-mind for Australian and Kiwi travelers.
