Tourism Australia showcased Australia as a world-class tourism destination during G’day USA Week 2026.

Tourism Australia Chair Penny Fowler and Managing Director Robin Mack  joined their US-based team in Los Angeles for a series of events aimed at reinforcing Australia’s presence in one of its key international markets.

The week commenced with an industry reception at Tourism Australia's Los Angeles office, bringing together local and visiting partners for an evening of strategic networking and collaboration. 

Tourism Australia also partnered with the Australian Consulate General in Los Angeles, the Australian Olympic Committee, Paralympics Australia, and Football Australia to host ‘Australia - The Sporting Nation’ at SoFi Stadium showcasing Australia’s global sporting leadership. 

The event put spotlight on the significant opportunity of sports tourism - a segment currently worth more than $US600 billion and estimated to grow to $US1.3 trillion by 2032. More than 200 guests were in attendance, including Australian Minister for Tourism Don Farrell, media, government officials, sports executives and Olympic athletes.

“Sport is culture and culture is commerce,” Mr Farrell said. “When people travel for sport, they do not just attend a match. They stay, they explore, and they build lasting connections with a place.”

“We are focused on long stay, high-value travellers,” Mr Mack said. “The United States is a must win market for us and sport gives us the most powerful runway to convert global audiences into visitation.”

Mr Farrell said: "The flow of tourists between Australia and the US has never been stronger, with a whopping 745,000 Americans making the trip down under and spending $2.25 billion in Australia as of September 2025.

"From our magnificent beaches to our famously good produce, our friendly people, and our spectacular scenery, Australia really is the best place to take a holiday, and we look forward to welcoming even more visitors from the US this year."

Additionally, two roundtables were held at Tourism Australia's Los Angeles office, engaging key stakeholders in targeted discussions on business events and leisure travel, strengthening relationships and advancing shared priorities.

Attendees at the G'Day USA gala

The week culminated with the annual G’day USA Arts Gala, hosted by actor Vince Vaughn, celebrating the depth of cultural and commercial ties between Australia and the United States.

The Australian American Association has been presenting the event, which celebrates the contributions made by Australian creatives in the United States, for more than 20 years.

This year's honorees included Yvonne Strahovski (Excellence in Film & Television Award), who has garnered critical acclaim for her role as Serena Joy Waterford in the award-winning series, The Handmaid's Tale; Ian Thorpe AM (Global Impact Award), Olympic medallist and leading advocate for youth mental health, education and Indigenous communities: and Milly Alcock (Rising Star Award), who landed the coveted role of Supergirl in James Gunn’s new DC Universe.