Australia Market Overview

Australia Inbound Tourism Snapshot

The U.S. is holding steady as the number one long-haul international destination for Australians, with an incredible return rate of 72%. In addition to this, accessibility to the Southern states has never been easier with the continued capacity offered by Qantas’ flights into DFW, Air New Zealand’s flights into Houston via Auckland; as well as United Airlines’ non-stop flights from Sydney to Houston and Chicago, enabling travelers to explore to and through the Southern states.
Bookings to the USA are complex and fragmented. Wholesale channels account  for components of approximately 75% of USA vacations. Australia remains one of the rare markets in the world where a consumer will research online and offline and then walk into a physical store to make their booking with an agent. Working with, educating and incentivizing agents is a key part of the best practice approach in this market.

To capitalize on the high level of repeat visitation to the U.S. and increases in airlift into DFW and Houston, it is essential that Travel South USA destinations are kept top of mind in the Australian market through continued investment and campaign activity.


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

Tristan Freedman, General Manager – [email protected]
Tahnee Perkins, Trade Senior Account Manager – Travel Trade – [email protected]
Tori Goddard, Senior PR Account Manager – [email protected]
Simran Mediratta, Trade Account Coordinator – [email protected] 
Nicole Tapster, PR Executive – [email protected]



Global Visits to the Travel South USA region 2010 - 2020(f)




Travel South USA has a year-round investment in travel trade strategies along with earned, owned and paid media to amplify our efforts in-market. We commission monthly trend and activity reports along with a comprehensive tour operator analysis that is provided to state tourism offices participating in the Global Partner Program via Boarpaq.

Travel trade strategies include high-touch, in-depth activities highlighting the diversity and accessibility of travel to and within the Southern region. Along with sales missions, trade shows, workshops/regional training road shows, cooperative event marketing with Brand USA and recruitment of top-notch tour operators to the Travel South USA International Showcase & Super FAM Tours. We look to increase trade co-op reach and engagements and further develop product with key wholesale and retail partners in  FY 2019/20. 

Earned, owned and paid media strategies  and tactics include hosting visiting journalists, FAM tours, social media campaigns and cooperative advertising efforts B2C. In FY 2019/20 we will focus on pitching and promoting “off the beaten path” destinations to create awareness and further expand already known multistate itineraries.