Australia- Travel and Tourism Australia- Travel and Tourism
Overview
| 2015 | 2016 | 2017 | 2018 (Estimated) | |
| Total Arrivals | 1,450,000 | 1,346,000 | 1,320,000 | 1,372,000 |
| %age Change | 11% | -7% | 2% | 4% |
Data Sources: National Travel & Tourism Office, International Trade Administration, US Department of Commerce
The United States is the most popular long-haul destination for Australians and travel to the United States remains strong. Australia ranks as the tenth-largest market for inbound visitors, and in 2016, the United States attracted 1.35 million Australians. In 2018, it is forecast that Australian travel will grow and 1.37 million Australians will visit the United States.
Air capacity between the two countries has increased with Air New Zealand, American, Delta, Hawaiian, Jetstar, Qantas, United and Virgin Australia servicing the market. There are direct flights between Sydney, Melbourne and Brisbane, and Dallas Fort Worth, Honolulu, Houston, Los Angeles and San Francisco.
Australians visiting the United States travel farther, stay longer, and spend more than many other inbound markets. Australians have a great propensity for travel and are entitled to four weeks paid annual vacation. 88% of Australian visitors travel for pleasure and 73% are repeat travelers to the United States. Australians travel to the United States throughout the year but mostly between April- October, and December-January.
Australians’ relatively long periods of stay in the United States reflects the distance traveled. On average, Australians stay 22 days which is higher than the 18 day average for all overseas visitors. Australians typically visit two states and two-three cities. Factors fueling demand for travel to the United States include strong interest, increased air capacity and competitive airfares.
Most Australian travelers to the United States are FIT (Free and Independent Travelers) and over 33% rent a car. The most popular activities include shopping, sightseeing, visiting national parks & monuments, taking guided tours, visiting historical locations, experiencing fine dining, visiting small towns and the countryside, visiting art galleries & museums, visiting amusement & theme parks, and attending concerts, plays & musicals and sporting events. The top states visited are California, Hawaii, New York, Nevada, Florida and Texas.
Leading Sub-Sectors
Travel agents and tour operators are an important source of information and a key channel for making bookings. 43% of Australians book their trip to the United States trip through travel agents. Consumer media, including digital and social media, are influential in stimulating interest and major local newspapers and special interest magazines regularly publish travel articles on the United States.Opportunities
The Visit USA Organization’s annual Visit USA Expos are one of the largest events in the local travel industry’s calendar and the key event for promoting tourism to the United States to the travel trade. Over 1,000 travel agents in Sydney, Melbourne, and Brisbane attend to meet with US destinations and suppliers. A travel media event and B2B session with tour operators are also organized in conjunction with the expos. A list of upcoming tourism events promoting the United States is available at http://visitusa.org.au/ .The US Commercial Service works closely with both the Visit USA Committee and Brand USA. Travel expos targeting the consumer for example the annual Snow Travel Expos provide additional opportunities to showcase niche tourism product. Additionally, IPW attracts a large delegation of Australian travel media and tour operators annually and provides an excellent promotional opportunity.Web Resources
National Travel & Tourism Office: http://travel.trade.gov/Visit USA Australia: www.visitusa.org.au
Brand USA Australia http://www.thebrandusa.com/australia
IPW https://www.ipw.com/
Prepared by the International Trade Administration. With its network of more than 100 offices across the United States and in more than 75 markets, the International Trade Administration of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.