What's Happening?
Representatives from Destination DC, Meet Boston, and the Philadelphia Convention and Visitors Bureau conducted a trade and media mission in Australia from August 5-9, 2025. The mission aimed to build on the increased interest in East Coast USA travel observed since a previous visit in 2023. Supported by Delta Air Lines and other partners, the mission included trade events, media engagements, and meetings with key industry figures. A consumer-facing campaign is also running in Sydney and Melbourne to inspire travel to the East Coast USA.
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Why It's Important?
The mission underscores the strategic importance of the Australian market for East Coast USA tourism. With nearly 50,000 Australians visiting Boston annually, contributing over $60 million to the local economy, the initiative aims to increase market share by showcasing cultural and historical ties. The mission also highlights Philadelphia's upcoming major events, such as the 250th anniversary of America and the FIFA World Cup 2026, which are expected to boost tourism. This engagement is crucial for economic growth and cultural exchange between the regions.
What's Next?
The ongoing consumer campaign in Australia will continue until September 7, 2025, featuring billboards and digital ads to drive interest in East Coast USA travel. The mission's success could lead to increased flight options and longer stays by Australian tourists, further strengthening economic ties. The participating cities are poised to leverage upcoming events to attract more international visitors.
