Australia Market Overview
Australia Inbound Tourism Snapshot
Australia finished 2022 as the 10th largest long haul inbound market to the USA and is currently tracking 8th for 2023 (as at the end of May). There have been over 330k Australians visit the USA this year, reaching 69% of pre-pandemic levels. With regards to New Zealand visitation, we have had 78,841 Kiwi arrivals into the USA which equals 77% of pre-pandemic levels, with visitation for both April and May reaching 75% of pre-pandemic levels.
25,866 Australians listed one of the states that make up Travel South as their first intended address in the USA in 2022, and so far, this year we have had 12,958 list a Travel South state as their first intended address up 94% YOY.
Australia and New Zealand are island nations of avid travelers who continue to prioritize travel in discretionary spending. 29.5% of the population are planning an international holiday in the next 12 months.
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. The role of the travel agent has increased in importance since COVID-19 due to unpredictability and the ever-changing requirements for travel. Working with, educating, and incentivizing agents is a vital part of the best practice approach in this market.
To capitalize on the high level of repeat visitation to the U.S., Travel South USA destinations must be kept top of mind in the Australian market through the continued investment and campaign activity being provided in market.
In-Market Representatives
Gate 7 Australia
Suite 102, 13-15 Wentworth Avenue
Sydney, NSW Australia 2000
www.gate7.com.au
Penny Brand, Trade Director, penny@gate7.com.au
Jacob Annesley, PR & Content Director, jacob@gate7.com.au
Public Relations
GPP Australia Coverage – FY 22/23
Marketing & Sales Activities
Travel South USA has a year-round investment in travel trade strategies and earned, owned, and paid media to amplify our marketing efforts. In addition, we commission monthly trend and activity reports that are 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.
Trade shows, workshops/regional training roadshows, cooperative event marketing, and recruitment of top-notch tour operators to the Travel South USA International Showcase 2023 will remain a priority.
Earned, owned, and paid media strategies and tactics include story creation/media pitching, and influencer content campaigns to support activity. In FY24, it is important that we educate the media – and therefore consumers – about recovery and how the return of travel to the South looks. We will continue to provide multi-state destination inspiration that encourages bookings to support Travel South USA’s $10b in international visitor spend.
