Insights
Gain insights and statistics on domestic and international travel to Australia, including information on key drivers and market performance.
Markets
Market insights snapshot - United States of America
Learn about market spend and recovery trends and consumer priorities for the US market.
Market trends
- Arrivals from the United States grew 5 per cent to 745,000 in the year ending (YE) December 2025.
- US travellers spent close to A$4.6 billion on their Australian trips for the year ending September 2025, an increase of 6 per cent over YE September 2024 and 14 per cent compared to 2019.
- The US is ranked fourth for total arrivals and ranked third for expenditure; however, it ranks first for holiday-related spend. American holidaymakers are exceptionally high-value travellers, spending an average of $536 per night – more than double the total market average.
- Beyond popular outdoor and nature-based activities, roughly 130,000 leisure travellers immerse themselves in Indigenous cultural experiences during their Australian visit.
Consumer trends
- In the USA there is a continued growth of the FIT market in general and a move away from large group touring. Where group tours do exist, they are becoming smaller in size. There is a growing trend for solo travel which is expected to grow by 9.1 per cent CAGR until 2030, with women solo travellers driving this growth (71 per cent of solo travellers are women). Virtuoso reports that 76 per cent of advisors say their clients now favour destinations with more moderate weather. This presents a seasonality opportunity for Australia.
