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 USA is set to come back to pre-COVID levels by mid-2023.

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 continued investment and campaign activity.

In-Market Representatives

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

Penny Brand, Senior Account Manager - [email protected]
Tori Goddard, Senior PR Account Manager – [email protected]

Research

Australia / New Zealand Landscape Report

Public Relations

GPP Australia Coverage - FY 21/22

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. The 2023 sales mission is scheduled for June 16-24, with events planned for Sydney, Melbourne, Brisbane, and Auckland (pending New Zealand opening for quarantine travel).

Trade shows, workshops/regional training roadshows, cooperative event marketing, and recruitment of top-notch tour operators to the Travel South USA International Showcase 2022 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 FY23, 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.