Australia has moved into the top five international markets for Massachusetts, despite the lengthy journey involved in getting there.
Director of PR and communications Lisa Simmons told Travel Today at IPW in Chicago that Australia is now more valuable than ever for the northeastern state.
“It’s actually surprising for us that it’s ranking so highly,” she said, particularly with the journey taking Aussies via Texas and the New York before reaching their destination.
Australian visitation primarily falls into the visiting friends and family sector, she revealed. However, she added that Aussies are also being lured by the appeal of Boston itself along with the state's rich history and diverse range of experiences .
But while many think of Massachusetts as primarily a winter destination, Simmons was keen to point out its summer attractions such as “pristine” beach areas such as Cape Cod and Martha’s Vineyard – a holiday favourite with Presidents Clinton and Obama.
“Fall foliage is also huge from September through to November,” she added.
Meanwhile, Simmons reported “fabulous” feedback from trade participants in October’s Ausmerica famil, many of whom had little awareness of the destination prior to the visit.
“They were surprised because they had no idea that Massachusetts had all this on offer.”
She was hopeful that growing awareness among the Australian trade about Massachusetts and its range of experiences would see numbers climb even further over the coming year.