TORRANCE, Calif. — Recent statistics indicate that U.S. visitation to Australia remained stable between July 2024 and June of this year. However, a remarkable 19% increase in visitors during July is giving Tourism Australia renewed optimism about this vital leisure market.
Photo Credit: Angel De Leon
According to Chris Allison, vice president of Tourism Australia in the Americas, the flat growth can be attributed to a period of softness experienced from April to June this year. Despite this stagnation, spending by U.S. travelers rose by 10%, marking a substantial increase of 27% compared to pre-pandemic levels in 2019.
“Competition has never been higher for the U.S. high-yielding traveler,” Allison explained. “While there has been a noticeable short-term reduction in bookings to Australia, we’re optimistic about recent trends. Our peak season from November to March saw encouraging arrivals, and the 19% surge in July this year is a very positive indicator. We believe any temporary setbacks are now behind us.”
Allison expressed confidence that an uptick in flight availability from the U.S. to Australia will further enhance visitor numbers. By January, the frequency of flights between the two countries is projected to increase by 11%, totaling 163 nonstop flights each month. This includes the introduction of the first nonstop service from the U.S. to Adelaide, operated by United Airlines from their San Francisco hub.
New Marketing Initiatives Featuring Robert Irwin
The recent Australia Marketplace event served as a platform connecting travel advisors and media with industry representatives from across Australia. Coinciding with the event was the launch of the second chapter of Tourism Australia’s “Come and Say G’Day” marketing campaign, which now features conservationist and TV personality Robert Irwin, son of the late Steve “The Crocodile Hunter” Irwin.
The success of the initial campaign, which debuted in 2022, is noteworthy. Research indicated that it led to a 15% uptick in consideration among those who saw the advertisements. The updated campaign, as described by Allison, represents an evolution rather than a complete overhaul. The message remains consistent: inviting travelers to experience a uniquely unforgettable holiday in Australia, but the narrative is refreshed.
“Our aim is to continually evolve and innovate our messaging about the destination, ensuring we remain competitive in a crowded marketplace,” Allison remarked. He emphasized the need for Australian tourism promotion to differentiate itself, referring to traditional destination marketing as often being “a sea of sameness.” This inspired the creation of the original “Come and Say G’Day” campaign.
The timing of the ad’s launch aligned with Robert Irwin’s appearance on ABC’s “Dancing with the Stars,” allowing the new advertisements to highlight real travelers sharing their experiences and memories after visiting Australia.
