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 73%. In addition to this, accessibility to the Southern States has never been easier with the continued capacity offered by Qantas’ flights into Dallas Fort Worth, Air New Zealand’s flights into Houston via Auckland; as well as the recent launch of United Airline’s non-stop flights from Sydney to Houston, enabling travellers to explore to and through the Southern states.
Unemployment remains low (5.6%) as does inflation (1.9%) with the economy continuing to show signs of growth. Australia has a small population of 24.7 million, but 6.8 million of those take overseas trips.
Annual visitation to the United States currently sits at 1.35million, representing almost 5.5% of the population. Australia remains in the top 10 markets for visitation to the United States and is ranked 8th top market for spend.
Australians travel all year round to the U.S., however the most popular months are between April – September. According to the Brand USA Market profile, the top five (5) motivators for Aussies choosing long-haul destinations are cultural/historical attractions, local lifestyle, shopping, dining/gastronomy, and visiting friends/relatives. They view the USA as adventurous, diverse, friendly and energetic.
Highlighting the following will be key: semi-free experiences (outdoors/national parks, museums, sightseeing, small towns, etc.) as well as special interests (music, culture, sport and history)  and road trips (with 37% Aussies renting a car). Value packaging and working with the travel trade are essential to attract visitors.


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

Danielle Tuffield, Director of Travel Trade – [email protected]
Tahnee Perkins, Senior Account Manager – Travel Trade – [email protected]
Tori Goddard, Senior PR & Media Account Manager – [email protected]
Simran Mediratta, Marketing Coordinator – [email protected]
Monique Campanella, PR Coordinator – [email protected]



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




Travel South USA has a year-round investment in research, travel trade strategies, along with earned, owned and paid media to amplify our efforts in-market. Commissioned research, along with monthly trend reports and a comprehensive tour operator analysis, is provided to state tourism offices participating in the Global Partner Program. Travel Trade strategies and tactics include sales missions, trade shows, workshops/training regional road shows, cooperative event marketing with Brand USA and recruitment of tour operators buyers to International Showcase & Super FAMs. Earned, owned and paid media strategies and tactics include hosting visiting journalists, FAMs, social media campaigns, and cooperative advertising efforts B2C.