Representatives from three of the East Coast USA’s most iconic destinations – Destination DC, Meet Boston, and the Philadelphia Convention and Visitors Bureau – were in Australia from 5-9 August for a joint trade and media mission.
Following a highly successful visit in 2023, the trio observed increased interest in East Coast USA travel and are eager to build on this momentum. The objective of this year’s mission was to further engage and educate Australian trade and media partners about the rich cultural, historical, and lifestyle experiences each destination offers.
With support from Delta Air Lines, The Countryside of Philadelphia, Hyatt Regency Boston, and USA Guided Tours, the 2025 mission featured two trade events, a series of media engagements, and one-on-one meetings with key industry and media partners.
“This has truly been a valuable opportunity for the Destination DC team to return to Australia, and to engage with the travel trade face-to-face as part of the mission, alongside our partners, Meet Boston and the Philadelphia Convention and Visitors Bureau,” Destination DC president and CEO Elliot L. Ferguson II said.
“This mission underscores our continued commitment to the Australian market and our shared passion for welcoming travellers from this region. It also presents an invaluable opportunity to reconnect with key stakeholders in person, share the latest updates, and inspire future visitation.”
Consumer-facing campaign
Complementing the trade mission is a robust consumer-facing campaign that will run in Sydney and Melbourne until 7 September 2025. The campaign includes billboards, transit ads, and digital displays designed to inspire travel and direct consumers to a dedicated landing page, where they can explore the region and connect with travel partners to book.
“Australia is a critical source market for Boston,” Meet Boston president and CEO Martha J. Sheridan said. “Nearly 50,000 Australians visit our region annually, injecting more than US$60M into our visitor economy. We’re eager to grow this market share. Australians share deep cultural and historical ties with the people of New England. This mission has allowed us to showcase both classic and new Boston experiences as we join our friends from Philadelphia and Washington, DC to promote the Northeast Corridor as a vibrant, dynamic, and diverse US travel destination.”
More to Philly than cheesesteak
There’s a lot to be excited about in Philadelphia said Philadelphia Convention and Visitors Bureau president and CEO Gregg Caren.
“At long last, we’re in partnership with Michelin as they begin evaluating our incredible dining scene, which has long been regarded as one of the most innovative in the US. In 2026, we’ll welcome visitors for major events marking America’s 250th anniversary – including FIFA World Cup 2026 matches and the MLB All-Star Game, and the PGA Championship.
“With expanded flight options and a packed event calendar, we’re well-positioned to attract longer stays and increased visitation from Australia. We look forward to showcasing Philadelphia’s rich blend of history, culture, cuisine, sports, and outdoor attractions. As the birthplace of America and the country’s largest Certified Welcoming City, we’re pleased to invite Australian travellers for multi-day experiences as part of their broader US journey.”
The East Coast USA mission started in Brisbane on Tuesday, 5 August, followed by trade and media events which took place in Sydney yesterday, Thursday, 7 August.
Keep an eye out for our Travel Weekly TV interviews over the next few weeks that will feature
