Representatives from three of the East Coast USA’s most iconic destinations—Destination DC, Meet Boston, and the Philadelphia Convention and Visitors Bureau— returned to Australia from 5 to 9 August 2025 for a joint trade and media mission across two states.
Following a highly successful visit in 2023, the trio observed increased interest in East Coast USA travel and are eager to build on this momentum. The objective of this year’s mission was to further engage and educate Australian trade and media partners about the rich cultural, historical, and lifestyle experiences each destination offers.
With support from Delta Air Lines, The Countryside of Philadelphia, Hyatt Regency Boston, and USA Guided Tours, the 2025 mission featured two trade events, a series of media engagements, and one-on-one meetings with key industry and media partners.
Destination DC President and CEO, Elliott L. Ferguson II said, “this has truly been a valuable opportunity for the Destination DC team to return to Australia, and to engage with the travel trade face-to-face as part of the mission, alongside our partners, Meet Boston and the Philadelphia Convention and Visitors Bureau.”
“This mission underscores our continued commitment to the Australian market and our shared passion for welcoming travellers from this region. It also presents an invaluable opportunity to reconnect with key stakeholders in person, share the latest updates, and inspire future visitation,” he said.
Meet Boston President and CEO, Martha J. Sheridan added “Australia is a critical source market for Boston. Nearly 50,000 Australians visit our region annually, injecting more than USD$60M into our visitor economy. We’re eager to grow this market share. Australians share deep cultural and historical ties with the people of New England. This mission has allowed us to showcase both classic and new Boston experiences as we join our friends from Philadelphia and Washington, DC to promote the Northeast Corridor as a vibrant, dynamic, and diverse US travel destination.”
Philadelphia Convention and Visitors Bureau President and CEO, Gregg Caren is equally optimistic about connecting with the Australian market.
“There’s a lot to be excited about in Philadelphia. At long last, we’re in partnership with Michelin as they begin evaluating our incredible dining scene, which has long been regarded as one of the most innovative in the US. In 2026, we’ll welcome visitors for major events marking America’s 250th anniversary—including FIFA World Cup 2026™ matches and the MLB All-Star Game, and the PGA Championship,” Caren said.
“With expanded flight options and a packed event calendar, we’re well-positioned to attract longer stays and increased visitation from Australia. We look forward to showcasing Philadelphia’s rich blend of history, culture, cuisine, sports, and outdoor attractions. As the birthplace of America and the country’s largest Certified Welcoming City, we’re pleased to invite Australian travellers for multi-day experiences as part of their broader U.S. journey,” Caren added.
Complementing the trade mission is a robust consumer-facing campaign set to run in Sydney and Melbourne from 28 July to 7 September 2025. The campaign will include billboards, transit ads, and digital displays designed to inspire travel and direct consumers to a dedicated landing page, where they can explore the region and connect with travel partners to book.
The East Coast USA mission commenced in Brisbane on Tuesday 5 August, followed by trade and media events which took place in Sydney on Thursday 7 August.
