Australian visitors to the U.S. ranked as the 10th inbound market in 2023, with 954,000 Aussies travelling stateside—a significant 48.7 per cent increase from 2022. And there’s more good news to come.
The upbeat numbers were shared yesterday at Visit USA Australia’s Mid-Year Market Review at the W Sydney, which brought together industry leaders and partners for a comprehensive overview of recent U.S. travel data.
With insights from special guest David Huether, Deputy Director of Research at the National Travel and Tourism Office (NTTO), the event highlighted the latest tools and data resources offered by the NTTO.
As a key source market for the U.S., Australians represent the fourth-largest growth rate among the top 10 inbound markets, with over 90 per cent travelling for leisure.
Corporate and conference travel accounts for 6 per cent, and perhaps surprisingly, 80 per cent of Aussie visitors are repeat travellers to the U.S.
Despite continued limited air capacity and sky-high airfares, particularly in premium cabins to the U.S., Visit USA forecasts a further 23.7 per cent increase in Australian arrivals for 2024, reaching approximately 1.1 million visitors.
With around 1.3 million Australians visiting the U.S. in 2019, Visit USA said it anticipates Australian arrivals returning to pre-pandemic levels by early 2025.
Looking ahead, Visit USA forecasts that over 1.6 million Australians will travel to the U.S. by 2028. This is a clear sign that Australia should expect continued market investment in U.S. tourism initiatives and increased air capacity to attract more Australians across the Pacific.
According to Skift, the Hawai’i Tourism Authority is set to sign off a marketing budget of over US$60 million for the 2025 fiscal year as it transforms into a destination management company with a regenerative and community-led travel focus. This will be the first time since the pandemic that the Hawai’i Tourism Authority has spent such a significant sum.
Where did Australians travel in the U.S. in 2023?
The review also included an analysis of travel activities and main ports of entry for U.S. travellers. In 2023, Los Angeles remained the leading entry point, accounting for 37 per cent of all entries into the U.S. Honolulu followed with 16 per cent, while San Francisco accounted for 12 per cent. New York and Dallas each saw a 6 per cent share of entries, and Houston joined the list with 2 per cent.
Key travel activities for 2023 included sightseeing (90 per cent), shopping (88.8 per cent), and visits to national parks and monuments (52.3 per cent). Sports tourism also ranked highly, at 23 per cent.
On average, Mr Huether reported that Australians stay longer and spend 17 nights in the U.S. Additionally, 30 per cent of Australian visitors rent a car during their stay.
Caroline Davidson emphasised the importance of the Australian market in the context of global tourism trends: “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 travellers”
“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”, said Caroline Davidson, President of Visit USA Australia.
The New York State Division of Tourism supported the Mid-Year Market Review, and Visit USA commended its event sponsor, partners, and attendees for their continued support in advancing U.S. tourism initiatives in Australia.
This was the first time the NTTO had presented to an organisation outside the U.S., which was a coup for Visit USA Australia.
Find out more via the NTTO Research tool here: www.trade.gov/travel-and-tourism-research
Visit USA is a not-for-profit voluntary industry body promoting travel to the United States. The organisation is funded by individual members of the Australian travel industry and U.S.-based associate members. The Board Members work vigorously to promote the US as a desirable destination of choice.
