Australia Market Overview
Australia Inbound Tourism Snapshot
Australia consistently ranks among the top long-haul inbound markets to the United States, with visitation steadily recovering to pre-pandemic levels. Hundreds of thousands of Australians travel to the U.S. each year, and a strong share of this market continues to list Travel South states as their first point of arrival, showing significant year-over-year growth.
New Zealand also remains a key source market, with Kiwi visitation to the U.S. tracking at more than three-quarters of pre-pandemic levels. Monthly visitation trends from both Australia and New Zealand continue to demonstrate steady progress toward full recovery.
Travelers from Australia and New Zealand are known for their passion for international experiences and for prioritizing travel as part of their discretionary spending. A significant portion of the population consistently plans overseas holidays within a 12-month period, keeping demand for U.S. destinations strong.
The booking landscape for U.S. travel in this region is unique and highly fragmented. Wholesale distribution remains a dominant channel, accounting for the majority of U.S. vacations sold. Unlike many markets, Australian consumers often research online and offline before finalizing their purchase in a physical travel agency. Since COVID-19, the role of the travel advisor has only grown in importance, as travelers value expert guidance to navigate shifting regulations and unpredictable circumstances. Educating, engaging, and incentivizing agents continues to be essential to success in this market.
To capture the benefits of high repeat visitation to the United States, it is critical for Travel South USA destinations to maintain strong visibility and mindshare in both Australia and New Zealand. Ongoing investment in marketing campaigns, trade engagement, and consumer-facing initiatives ensures that Travel South states remain top-of-mind for these valuable travelers.
In-Market Representatives
Gate 7 Australia
Suite 102, 13-15 Wentworth Avenue
Sydney, NSW Australia 2000
www.gate7.com.au
Penny Brand, Trade Director, [email protected]
Jacob Annesley, PR & Content Director, [email protected]
Public Relations
GPP Australia Coverage – FY 25-26
Marketing & Sales Activities
Travel South USA maintains a year-round investment in travel trade strategies, along with earned, owned, and paid media to amplify marketing efforts. Monthly trend and activity reports are commissioned and shared with state tourism offices participating in the Global Partner Program.
Travel trade strategies focus on high-touch, in-depth activities that showcase the diversity and accessibility of the Southern region. Key priorities include trade shows, workshops, regional training roadshows, cooperative event marketing, and recruiting top-tier tour operators to the Travel South USA International Showcase.
Media strategies span earned, owned, and paid channels, with tactics such as story development, media pitching, and influencer partnerships. These efforts help educate the media — and ultimately consumers — about the appeal of Southern destinations, while providing multi-state inspiration that drives bookings and supports billions in international visitor spending across the region.
