For further information on the Travel and Tourism industry in Australia, please contact Commercial Specialist Monique Roos, U.S. Commercial Service Sydney on Tel: (+61-2) 9373-9210, Fax: (+61-2) 9221-0573, Email: monique.roos@N0SPAM.mail.doc.gov

Overview

Australia ranks as the sixth-largest overseas market for visitors to the U.S. In 2006, Australian arrivals totaled a record 603,275, a four percent increase compared to 2005. This increase follows on strong double-digit growth in 2005.

Australians generally stay longer (average of 22 days) and spend more money than other international visitors, making their impact on U.S. tourism even more significant. The Australian Dollar experienced a significant appreciation against the U.S. Dollar during 2007, and, while they have stronger buying power, Australian travelers are seeing instant value. Australians tend to travel during the off-season months of April, May, June, September, and December. 

Most Australian travelers to the U.S. are physically fit, independent, and quite resilient. Australians may change their travel plans in response to global incidents, but they do not stop traveling overseas.

In October 2007, the Australian Dollar rose to its highest level against the U.S. Dollar in 23 years, trading 18 percent higher than in October 2006. As a result of the stronger buying power of the Australian Dollar, a booming economy, and an increase in household wealth, more Australians than ever before are traveling overseas.

Best Products/Services

In previous years, Australians saved for one or two big trips to the United States. Tour operators are now finding that many Australians are returning to the U.S. more frequently. ‘Triangle’ itineraries from Anaheim/Los Angeles to Las Vegas/Grand Canyon to San Francisco remain popular. Australian cities are relatively small, compared to other major cities around the world, and Australians are attracted to metropolitan experiences such as New York, Los Angeles, and San Francisco.

Travel to the U.S. is forecast to continue to increase in 2008. Opportunities for growth include:

Ski Holidays

The number of Australians who ski overseas has grown markedly in the past few years. Colorado is one of the most popular destinations in the U.S., followed by Canada and Japan. With the strong Australian Dollar, this growth should continue into the 2007/2008 ski season and opportunities exist to further promote skiing holidays in the U.S. Winter is a good time to attract Australian travelers to the U.S. as it corresponds to the Australian Summer when school holidays are longer.

Baby Boomer Travel

The baby boom generation is a growing force in Australia’s travel market. Australian baby boomers have money and time, and are willing to spend both on traveling. Many baby boomers are looking for soft adventure travel but with the security of group travel, at an easy pace, and with all arrangements organized for them.

Adventure Travel

Australians live in an active outdoors culture and interest in adventure travel is growing steadily amongst Australians. Specialist adventure travel operators report continual increases in demand. More Australians are seeking to do more than just observe beautiful scenery and are seeking a physical interaction with the environment.

Shopping

Shopping is the second most popular activity for Australians when they visit the U.S. With the Australian Dollar trading at a favorable exchange rate, shopping in the U.S. is an increasingly attractive proposition and, accordingly, tour operators are packaging more shopping excursions.

Sporting Holidays

Sports-loving Australians are increasingly combining their holidays around major sporting events. Greater media coverage of sporting events, higher disposable incomes and more affordable travel have all driven the growth in sports tourism in recent years Australian travelers are combining attendance at a major sporting event with a visit to other parts of the U.S. Specialist operators selling sporting holiday are packaging U.S. events such as the Indianapolis 500, U.S. Tennis Open, and the U.S. Masters (golf).

Resources

Office of Travel and Tourism Industries
http://www.tinet.ita.doc.gov/cat/f-2006-140-001.html