Arrivals up but Australia still waits for Brand USA

Arrivals up but Australia still waits for Brand USA
By admin


Australians desire to travel to the US remains as strong as ever with arrivals projected to rise another 8% this year, it has emerged.

Figures from Visit USA (Australia) predict 1.12 million Aussies travelled to the US last year, up 8% on 2011, with similar growth expected in 2013 as the favourable exchange rate and cheap airfares continue to resonate with consumers.

The rising numbers have helped offset frustration within the industry that Brand USA – the public private partnership formed to promote travel to the US – has yet to visit or launch in Australia.

Visit USA (Australia) president Geoffrey Hutton, speaking to Travel Today at a media event in Sydney to launch Visit USA week, predicted the growth will continue well into the future.

"There is still a lot happening with new product and there are so many relationships between Australia and the US that I think the numbers are only going to get better," he said.

"Over the past 20 years we have never had negative growth."

Not only are Australians visiting in increasing numbers – it is the 10th largest market for the US – they are staying longer, spending more and visiting more states than most other markets, Hutton said.

"Australians are into experiential travel and the US offers that, not just packages," he added.

Hutton declined to comment on the delay or the failure of Brand USA to become involved in this week's series of trade events in Australia.

But it is generally thought that while the growth in departures to the US is pleasing, they could be even healthier had Brand USA moved faster and invested sooner in Australia.

A tender process is underway, with a local agency to represent the organisation expected to be appointed in early April.

But that timetable is some way behind the original schedule.

At US trade show Pow Wow last year, Brand USA's then chief marketing officer Chris Perkins predicted that a promotional campaign could start in Australia as early as June. That did not materialise – and Australia is still waiting to see any marketing material.

The frustration intensified this week with some believing Brand USA missed a golden opportunity to visit Australia as part of Visit USA week, the largest such event to have been held locally.

Changes in Brand USA management, which followed a congressional report detailing "waste and cronyism" at the organisation, have hampered the roll out of the multi-million dollar marketing campaign, observers said.

Latest News

  • Aviation

Emirates announces third Dubai – Melbourne route to launch in March ’25, Singapore – Melbourne route scrapped

Emirates has announced it will introduce a third non-stop service between Dubai and Melbourne, starting from 30 March 2025. The new service will be operated by a newly retrofitted four-class Emirates Boeing 777-300ER, equipped with the airline’s award-winning Premium Economy product and latest generation Business class seats. The airline currently operates two non-stop daily flights […]

  • Aviation

Qantas Freight unveils specially decorated ‘Santa’s Freight’ aircraft

Qantas Freight has unveiled a specially decorated “Santa’s Freight” aircraft as it prepares to deliver more than 50,000 tonnes of international and domestic freight for the festive season. This year, Qantas Freight volumes for the Christmas period are expected to be up 5 per cent compared to last year as online shopping continues to boom. […]

  • Aviation

Qatar Airways surprises Melbourne passengers with upgrades to celebrate 15 years

Qatar Airways has celebrated its 15th anniversary in Australia by giving passengers Business Class upgrades at Melbourne Airport on Friday. The airline has flown over 9.7 million passengers in and out of Australia since starting its operation in 2009 with Australian operations commencing on 7 December 2009 with the Melbourne-Doha route. Since then, the airline […]

  • Cruise
  • Events

Norwegian Cruise Line joins Take 3 for the Sea for a beach cleanup

Norwegian Cruise Line joined forces with Take 3 for the Sea last 5 December at North Steyne Beach and Park for a beach cleanup event in aid of International Volunteer Day. The NCL team collected 1,070 pieces of rubbish, totalling 2.2kg at the Sydney location. The collected debris included 412 cigarette butts, 147 pieces of […]

  • Hotels

The Hilton brand debuts in the Republic of Moldova

The international Hilton brand is set to debut in the Republic of Moldova with the opening of its first hotel in Chisinau, marking a significant step in strengthening the country’s HORECA industry. The endeavour provides tourists with another option for world-class accommodations, excellence in standards and premium services. “Hilton’s entry into the Moldovan market is […]

  • Destinations
  • Sustainability
  • Tourism

Singapore Tourism Board accelerates its sustainability journey

The Singapore Tourism Board (STB) has unveiled two pioneering initiatives to bolster tourism and support the Singapore Green Plan 2030. The first is the Global Sustainable Tourism Council (GSTC) Attraction Criteria, the world’s first global standard specifically designed for attractions. The second is the MICE Venue Sustainability Playbook, a comprehensive guide to enhancing green practices […]