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

The latest statistics from the Office of Travel and Tourism Industries, U.S. Department of Commerce, report that Australian visitors to the United States between January-September 2008 increased by 6 percent compared to the same period in 2007. It is likely that the current world economic crisis will constrain Australia’s outbound tourism to the United States in 2009. Local tour operators and airlines are reporting slowing demand and a reduction in the number of forward bookings for the first half of 2009. Tourism Research Australia forecasts a 3 percent decrease in the number of Australians traveling to the United States in 2009, but forecasts a 6 percent increase in 2010.

The weakening Australian dollar has added significant costs to travel to the United States. In the short-term, Australians may select a domestic holiday or travel to cheaper, Asia Pacific destinations. In the long-term, however, Australian travel to the United States will grow and the market will remain an important source of international visitors. An increase in airline capacity of approximately 18 percent in 2009 should offset partly the effects of the weakening Australian dollar through competitive airfares. V Australia is scheduled to launch daily services to the United States in February, 2009. Delta Airlines will commence daily services to Australia in July, 2009.

Australia is the sixth-largest inbound market for the U.S. tourism industry. The United States is the second most-popular destination for Australians, who stay longer (average of 22 days) and spend more money than other international visitors. Triangle itineraries from Anaheim/Los Angeles to Las Vegas/Grand Canyon to San Francisco remain popular. Australians prefer traveling to major cities such as New York, Los Angeles, and San Francisco and tend to travel during the industry’s off-season months of: April, May, June, September, and December. 

Best Products/Services

Opportunities for growth include:

Ski Vacations

Winter is a good time to attract Australian travelers. The U.S. winter corresponds to the Australian summer and the long school vacation. The 2007 In-Flight Survey Report (Office of Travel and Tourism Industries) stated that approximately 10 percent of Australians who visited the United States participated in skiing. Colorado is one of the most popular ski destinations, and opportunities exist in the Western United States to capture a greater share of the Australian ski market. 

Baby Boomer Travel

The baby boom generation, a significant sector in Australia’s travel market, has more time and disposable income than previous generations. Baby boomers look for soft adventure travel and prefer organized group travel.

Youth Travel

The United States is a popular destination for Australian students. Most Australian youth save for an overseas holiday, and the United States ranks high on their wish list.

Adventure Travel

Australians’ interest in adventure travel and physical interaction with the environment is growing. Specialist adventure travel operators report continual increases in demand. 

Shopping

Shopping is the second most popular activity for Australians when visiting the United States, even with a weak Australian Dollar.

Sporting Holidays

Sports-loving Australian travelers are increasingly combining attendance at a major sporting event with a visit to other parts of the United States. Specialist operators selling sporting holidays are increasingly packaging U.S. events such as the Indianapolis 500, U.S. Tennis Open, and the U.S. Golf Masters.