Seems Aussies can’t get enough of California, with new statistics showing Australia’s visitor spend is set to exceed pre-pandemic levels in 2024 and surpass them by 2025.
Speaking at travel trade show IPW, which Karryon attended, California Governor Gavin Newsom revealed Australian visitor spend is forecast to hit more than 100 per cent (approx AU$1.95 billion) in 2024 and 123 per cent in 2025.
Globally there was unprecedented visitor spend of around AU$228 billion (US$150 billion) in 2023, surpassing the pre-pandemic record.
Visit California CEO and President, Caroline Beteta says, “California tourism is back where it belongs – setting records and once again proving its ability to recover from any challenge, whether it be economic or environmental.
“California continues to be the largest, most diverse, and most resilient tourism economy in the United States.”
The stats come after the state retained its title as the world’s fifth-largest economy, and Visit California launched its first new brand platform in more than a decade, The Ultimate Playground.
The platform was developed from research from the National Institute for Play that showed “travelling is a proven benefit to one’s physical and mental well-being”.
The new brand demonstrates how California’s playful lifestyle, paired with its abundance of experiences, creates the ultimate playground.
For more information, visit Visit California.
