IPW 2024 is underway in Los Angeles, and Visit USA Australia is proudly highlighting Australia’s role (in part, thanks to you!) in the USA tourism rebound. In a Q&A with their president, Caroline Davidson, we’ve got the stats you need to know to maximise your USA travel revenue.
IPW, if you’re unfamiliar, is an international showcase uniting US travel organisations with international and national buyers. Back in LA for the first time since 2012, a cast of Australian buyers, suppliers, and media (including Karryon) join Visit USA Australia in heralding the importance of the Australian market to USA travel and tourism businesses.
Throughout IPW, Visit USA Australia meets with US-based suppliers, attractions, and visitor bureaus to highlight the market opportunities down under, showcase the strength of the Australian travel industry, and encourage Visit USA Membership.
It’s not a hard sell, tbh! The hugely successful Visit USA Expos, events, and marketing initiatives that Visit USA Australia run here represent an easy way for a US-based supplier to reach thousands of Australian travel agents.
You’ve no doubt attended one of these events – including their three expos this February – and benefitted from the Visit USA Australia team’s hard work.
Q&A – what are Aussies doing in the US
In recognition of all they do, we managed to squeeze in a quick Q&A with Visit USA Australia president Caroline Davidson for some fascinating stats and insights.
What’s interest currently like for Australian travellers considering the United States?
“It remains incredibly robust! Last year, we saw a substantial increase, with close to a million Australians (954,000) visiting in 2023, surpassing forecasts by 10%.”
What contributes to our position as the United States’ 10th-largest inbound overseas visitors?
“Australia ranks highly due to its resilient, independent, and experiential travellers.
“Leisure travel makes up 90% of Australian visits, with repeat travellers around 80%. Australians tend to stay an average of 21 days and are known for their propensity for high spending throughout the year.”
What are the popular travel months & destinations for our market to the US?
“The most popular travel months for Australians are between April to October and December to January.
“Top destinations include California, Hawaii, New York, Florida, Nevada, and Texas. Los Angeles, Honolulu, New York City, San Francisco, Las Vegas, and Anaheim rank as Australians top cities.”
What are Australians doing in the United States?
“Activities range from shopping, sightseeing, skiing, and visiting national parks to attending cultural and sporting events. A third of Australian visitors opting to rent a car.”
What can we expect in terms of Australian travel to the United States?
“We anticipate continued strong rebounding of Australian travel to the United States, driven by the close ties between the two countries. NTTO forecasts significant growth in arrivals from Australia in the coming years. The forecast for 2024 is a 23% increase, with full recoveries expected by 2025.”
The deets
Click here for the latest coverage and images from Visit USA’s IPW 2024 welcome event.
To find out more about how Visit USA Australia can support your travel business goals, visit their website here.
For agent resources, including webinars, training, and their ambassador program, head here.
Stay tuned for more coverage from IPW from the Karryon team!
*NTTO data, with support from the US Commercial Service
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