In a landmark gathering at the W Sydney, Visit USA Australia hosted its Mid-Year Market Review, unveiling significant growth in the U.S. travel market driven by Australian visitors. The event featured expert analysis from David Huether, Deputy Director of Research at the National Travel and Tourism Office (NTTO), marking the first instance of the NTTO presenting outside the United States. This exclusive presentation highlighted critical tools and data resources, providing invaluable insights for the travel industry.

“We are thrilled to have David Huether join us for our Mid-Year Market Review. David’s insights and expertise are crucial in shaping our strategies for effectively promoting U.S. tourism. The NTTO’s tools are an invaluable resource for our members,” remarked Caroline Davidson, President of Visit USA Australia.

Australian Travel Market to the U.S. in 2023

Australia emerged as the 10th largest inbound market to the U.S., with a staggering 954,000 Australians travelling to the U.S. in 2023, reflecting a 48.7% increase from the previous year. Projections for 2024 indicate a further 23.7% rise. Australian tourists now represent the 4th most significant growth rate among the top 10 inbound markets, with over 90% travelling for leisure. Business and conference travel make up 6%, and 80% of Australian visitors are repeat travellers. On average, Australians spend 17 nights in the U.S., with 30% opting to rent a car during their stay.

The review also delved into travel activities and primary ports of entry. Los Angeles was the foremost port of entry, welcoming 37% of all Australian travellers, followed by Honolulu at 16% and San Francisco at 12%. New York and Dallas each accounted for 6%, with Houston joining the list at 2%. Key travel activities included sightseeing (90%), shopping (88.8%), and visiting national parks and monuments (52.3%).

Caroline Davidson emphasized the pivotal role of the Australian market in global tourism trends, stating, “Australia’s position as a vital market for the U.S. travel industry continues to strengthen, driven by a combination of leisure travel, repeat visitors, and the increasing ease of travel between our two countries. Our focus remains on fostering this growth and ensuring that the U.S. remains a top destination for Australian travelers.”

Collaborative Efforts and Future Prospects

Visit USA continues to unite over 130 U.S. travel businesses in collaborative efforts to boost tourism from Australia. The Mid-Year Market Review, supported by the New York State Division of Tourism, underscored the significance of such partnerships. Visit USA extended its gratitude to event sponsors, partners, and attendees for their unwavering support in promoting U.S. tourism initiatives in Australia.

The presentation underscored the robust and growing relationship between the U.S. and Australian travel markets. As the ease of travel and repeat visits continue to rise, the prospects for U.S. tourism remain exceptionally promising.

For more detailed travel data and insights, visit the National Travel and Tourism Office (NTTO) and Visit USA Australia.

Written by: Michelle Warner

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