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

Low-cost Indian carrier SpiceJet continues to burn cash

It’s not just low-cost Australian carriers that are facing hardship. SpiceJet, India’s version of Bonza, recently announced a 72 per cent reduction in its net loss versus last year. But, despite this improvement, the airline has posted losses for six straight years. But it has secured board approval to raise up to INR 30 billion […]

  • Attractions

SAKA Museum recognised in TIME magazine’s World’s Greatest Places 2024

AYANA Resort Bali’s newly-opened cultural and events centre, SAKA Museum has been recognised in TIME magazine’s World’s Greatest Places list for 2024. Part of AYANA Bali’s resort destination, the museum integrates Bali’s rich history with state-of-the-art facilities, making it the centrepiece for the island’s spiritual and cultural heritage. TIME magazine’s inclusion of SAKA Museum in […]

  • Cruise

Silversea taps Barbara Biffi as senior vice president for global sales

Ultra-luxury and expedition cruise travel brand, Silverseas, has announced Barbara Biffi as its new senior vice president of global sales. Biffi joined the company in 2007, holding numerous positions and gaining a deep understanding of the brand, the preferences of its guests and its strategic goals, the company said. An Italian national with a wealth […]

  • Technology
  • Travel Agents

Amadeus welcomes FCM Travel as new reseller partner of Cytric Easy

Cytric Easy, the travel management tool embedded in Microsoft Teams, is to be integrated into FCM Travel portfolio. Amadeus and FCM Travel have extended their Cytric distribution agreement to include Cytric Easy. With this new agreement, global travel management company FCM Travel, becomes a reseller of the innovative travel management collaboration solution embedded into Microsoft […]