US Tourism Marketing in Australia to Rebound with VISIT USA Act Ahead of 2026 World Cup and 2028 Olympics: All You Need to Know
The Revival of American Tourism in Australia
United States tourism in Australia is on the brink of rejuvenation, thanks to the recently unveiled VISIT USA Act. This legislation aims to restore crucial funding that was dramatically slashed by 80% in 2025, greatly impacting the U.S.’s visibility in one of its essential long-haul markets. The act, backed bipartisanly in Congress, promises to bolster U.S. tourism marketing just as the nation anticipates millions of international visitors for high-profile events like the 2026 FIFA World Cup and the 2028 Olympic Games. These events are expected to attract nearly 40 million tourists globally.
The Impact of Funding Cuts on US Tourism Visibility in Australia
In 2024, nearly one million Australians visited the United States, demonstrating that Australia remains a critical market for U.S. inbound tourism. However, cuts to marketing budgets have led to a noticeable decline in U.S. visibility, altering traveler behavior and preferences. Data from the Australian Bureau of Statistics indicates a decline in the number of Australian tourists coming back from the U.S. between 2024 and 2025, signifying a worrying loss of market share amid increasing global competition.
The effects have reached various tourism stakeholders, including airlines, wholesalers, and inbound operators. With reduced marketing efforts, acquisition costs have surged, profit margins have shrunk, and the allure of U.S. destinations has diminished, causing many travelers to turn their sights toward alternative long-haul locations that are more aggressively promoted.
VISIT USA Act: A Strategic Reset for Tourism Marketing
The VISIT USA Act seeks to rectify this trend by replenishing Brand USA’s funding, enabling more focused and coordinated marketing efforts in Australia. The passage of this act will facilitate increased co-marketing initiatives, more precise targeting of potential travelers, and revitalized promotional campaigns aligned with significant tourism events on American soil.
Enhancing awareness ahead of the upcoming World Cup and Olympics positions the U.S. to seize the burgeoning global demand for travel, supporting not just major cities but also regional and culturally rich destinations that contribute to America’s diverse tourism appeal.
Young Travelers and Emerging Market Dynamics
A significant transformation in tourism demand is being driven by younger American travelers—particularly Gen Z and millennials—who make up about half of holiday travelers this season. Their adeptness with technology and preference for experiential, customizable trip planning are changing how destinations engage and attract tourists.
Australia’s travel industry is well-aligned with these generational shifts and stands to gain from renewed U.S. marketing efforts that effectively target these demographics. This synergy could foster sustainable growth in outbound travel to America, making it a win-win for both nations.
Tourism Industry Outlook with Restored Funding
Restoring Brand USA’s budget is set to provide a balanced boost across various facets of the tourism industry, including airlines, hotels, attractions, and ancillary services. Stakeholders can expect enhanced flight load factors from Australian gateways to U.S. hubs, a rise in bookings within premium travel segments, and increased activity reservations as market conditions improve.
Tourism stakeholders are encouraged to realign their strategies promptly, taking advantage of potential marketing rebounds and utilizing early booking opportunities tied to the heightened interest stemming from mega-events.
Risks and Opportunities Amid Long-Haul Competition
However, the long-haul market landscape remains fraught with risks if U.S. tourism marketing efforts are not revitalized. Competing countries like Japan and numerous European destinations are already running aggressive promotional campaigns that have led to a significant influx of Australian travelers—numbers ranging from 500,000 to 1.2 million arrivals in 2024 alone. Without the VISIT USA Act’s backing, the U.S. risks cementing its status as a second-tier destination in the eyes of Australian travelers.
The VISIT USA Act presents a compelling opportunity for the U.S. to reclaim its competitive edge by providing Australian travelers with compelling reasons to select American destinations for cultural, leisure, and business travel.
Broader Economic and Cultural Benefits
The tourism relationship between the U.S. and Australia fosters crucial economic exchanges, including direct visitor spending, job creation, and cultural diplomacy. Enhanced marketing efforts, particularly surrounding major international events like the World Cup and Olympics, also benefit industries such as hospitality, transportation, retail, and entertainment. These enhancements not only promote economic growth but also strengthen bilateral ties and regional prosperity.
The VISIT USA Act is poised to renew the United States’ tourism marketing vigor within the Australian market, restoring Brand USA’s funding and enhancing its ability to harness the global spotlight of upcoming significant events. By capitalizing on this momentum, the U.S. aims to bolster its long-standing relationship with Australia while revitalizing its tourism sector overall.