Aus slowdown to US on cards
Australia will send another record number of visitors to the US this year but the rate of growth will slow.
Preliminary forecasts, which have yet to be officially released, will show another increase but below the 15% rise recorded in 2011.
Arrivals growth is likely to be in high single digits.
The unofficial forecast emerged ahead of the opening of US trade show Pow Wow which takes place this week in Los Angeles.
Among the focal points of the event will be the launch of Brand USA’s first marketing campaign to entice tourists to the US. A new global brand, TV, digital, print and social media will be unveiled later today in LA as American attempts to present a more welcoming image to international tourists.
The first wave of the crusade will launch in Canada, Japan and the UK in May with the roll out expected to reach Australia within 12 months.
Visit USA in Australia has enjoyed a “banner year” according to local president Geoffrey Hutton with spending up 13% to $4.5 billion. Australia is the 10th highest spending market for the US with travel and tourism now accounting for 28% of all US services exports to Australia.
Arrivals hit 1.04 million, the first time it has surpassed the one million barrier, a rise of 15% on 2010.
Despite the strong performance Australia only just scraped into the visitation top 10, one place below 2010.
“China’s 36% increase pushed Australia down one position (to 10th),” the US International Trade Administration said.
Figures for January, released earlier this month, show a 7.7% increase in Australia visitors to just under 77,000.
China’s huge growth continued with 160,000 visitors, up almost 60% on January 2011.
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