What's Happening?
Representatives from Destination DC, Meet Boston, and the Philadelphia Convention and Visitors Bureau visited Australia from August 5-9, 2025, for a joint trade and media mission. The initiative aims to engage and educate Australian trade and media partners about the cultural, historical, and lifestyle experiences offered by these East Coast destinations. Supported by Delta Air Lines, Hyatt Regency Boston, and USA Guided Tours, the mission included trade events, media engagements, and meetings with industry partners. A consumer-facing campaign is running in Sydney and Melbourne until September 7, 2025, featuring billboards and digital displays to inspire travel and direct consumers to a dedicated landing page.
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Why It's Important?
Australia is a significant source market for East Coast USA destinations, with nearly 50,000 Australians visiting Boston annually, contributing over US$60 million to the local economy. The mission seeks to increase this market share by showcasing the diverse experiences available in the Northeast Corridor. The initiative highlights the cultural and historical ties between Australians and the people of New England, aiming to boost tourism and economic benefits for the region. The campaign also emphasizes Philadelphia's upcoming major events, including the FIFA World Cup 2026, which are expected to attract longer stays and increased visitation from Australia.
What's Next?
The East Coast USA mission will continue to promote travel through its consumer-facing campaign in Australia until September 7, 2025. The campaign aims to inspire future visitation and strengthen ties with Australian stakeholders. Philadelphia is preparing for significant events in 2026, including the FIFA World Cup and the MLB All-Star Game, which are expected to draw international visitors. The collaboration with Michelin to evaluate Philadelphia's dining scene further enhances its appeal as a travel destination.
Beyond the Headlines
The mission underscores the importance of international collaboration in tourism, highlighting the role of cultural and historical connections in fostering travel interest. It also reflects the strategic efforts of U.S. destinations to diversify their visitor base and enhance economic growth through targeted campaigns. The partnership with Michelin in Philadelphia signifies a broader trend of cities leveraging culinary tourism to attract global visitors.
