The Australian Travel Industry Association's (ATIA) latest Travel Trends Report has revealed a surge in visitors from the United States to Australia.

Inbound American visitors to Australia increased by 19.2 per cent in July 2025 compared to July 2024.

Americans are not only visiting Australia in greater numbers, they’re also staying longer and spending more once they arrive.

ATIA CEO Dean Long said: "The remarkable jump in US arrivals is a testament to the strong appeal of Australia as a holiday destination and underscores the importance of a resilient travel sector to capture this demand."

The United States was the third largest source market for visitors to NSW in July 2025. The state welcomed 23,040 travellers during the period, up from 20,710 in July 2024.

The latest data from the National Travel and Tourism Office also shows Americans are travelling internationally in record numbers. There were 8.1 million outbound Americans in July, up 5.5 per cent from 2024 and 24.9 per cent above 2019 levels.

Travel marketing company MMGY's 2025 Portrait of American & Canadian International Travelers report indicates travellers from the United States intend to take an average of 2.8 international trips over the next two years.

July is the peak summer vacation period for Americans, boosted by Independence Day on 4 July and school holidays.

The so-called 'summer break' in the United States usually lasts about 10 to 11 weeks, generally from late May or early June to late August or early September.

American Airlines experienced its largest-ever July Fourth in 2025, accommodating nearly 7.6 million customers across 71,000 flights from 27 June through to 7 July.

United Airlines estimated it would transport more than six million passengers during the same period—500,000 more than last year. 

The airline also projected that its summer travel total would reach around 50 million customers.

According to ATIA, inbound travel to Australia saw a 6.1 per cent increase in the 2024-25 financial year, with most months showing positive growth.

Strong increases were recorded from key markets including China, the United Kingdom, Japan, India and Singapore.

In July 2025, inbound travel surged by 12.8 per cent to 743,200 travellers, with growth led by the United Kingdom, Singapore, Hong Kong and the United States.

Come and Say G'day campaign launches in United States

Tourism Australia launched the next stage of its Come and Say G’day campaign this week in the United States, featuring hero talent Robert Irwin.

Aligning with the wildlife conservationist's debut on the US version of Dancing with the Stars, the new campaign features creative assets tailored for American audiences.

Irwin danced the jive to Steppenwolf's 1968 classic “Born to Be Wild” on the popular TV series, with judge Derek Hough describing his performance as "probably the best first dance I’ve ever seen on this show".

The Come and Say G’day campaign was previewed to industry and media during a launch event in Los Angeles.

“I’m such a proud Aussie, so it's a real honour to be working with Tourism Australia on the next chapter of the Come and say G'day campaign,” Irwin said.

“I’ve dedicated my life to protecting the natural world, so I'm excited for international travellers to experience our incredible wildlife and wild places. A trip to Australia is a vacation that will stay with you for a lifetime.”

Learn more about the campaign here.

The launch event aligned with Australia Marketplace North America, which brought together more than 130 North American buyers and 100 Australian sellers for two days of pre-scheduled appointments and networking opportunities.