US Tourism Marketing in Australia to Rebound with VISIT USA Act Ahead of 2026 World Cup and 2028 Olympics: All You Need to Know

Published on November 24, 2025

United States tourism in Australia is on the cusp of revitalization as the recently introduced VISIT USA Act aims to restore funding that was slashed by eighty percent in 2025, impacting the US’s presence in one of its most important long-haul markets. This legislative initiative, supported bipartitely in Congress, could substantially enhance US tourism marketing just as the country prepares to welcome millions of international visitors for the 2026 FIFA World Cup and the 2028 Olympic Games, events expected to draw nearly forty million tourists globally.

Impact of Funding Cuts on US Tourism Visibility in Australia

In 2024, Australia remained a strong market for US inbound tourism, with close to one million Australians visiting the States. However, the reduction in marketing budgets led to decreased visibility, causing shifts in traveler behavior and destination preferences. Data from the Australian Bureau of Statistics indicates a drop in Australian visitors returning from the US in 2024-25 compared to the previous year, signaling a worrisome decline in market share for the US amid stiff global competition.

Tourism suppliers in Australia, including airlines, wholesalers, and inbound operators, have felt the impact firsthand. With diminished marketing support, acquisition costs rose, margins tightened, and the overall appeal and recall of US destinations weakened, tilting travelers toward alternative long-haul locations with more active promotion.

VISIT USA Act: A Strategic Reset for Tourism Marketing

The VISIT USA Act intends to reverse this trend by replenishing Brand USA’s funding, thereby enabling more aggressive and coordinated marketing efforts in Australia. The act’s passage will unlock increased co-marketing initiatives, sharper consumer targeting, and renewed promotional intensity in alignment with key tourism events on American soil.

Enhancing awareness ahead of the World Cup and Olympics positions the US to capture rising visitor demand, supporting not only large cities but also regional and culturally rich destinations integral to American tourism appeal.

Young Travellers and Emerging Market Dynamics

A notable shift in tourism demand is driven by younger American travelers, Gen Z and millennials, who collectively represent approximately half of holiday travelers this season. Their digital savviness and preference for experiential, tech-driven trip planning are reshaping how destinations attract and engage tourists.

Australia’s travel industry is attuned to these generational changes and stands to benefit from renewed U.S. marketing efforts that appeal to these demographics, fostering sustainable growth in outbound travel to America.

Tourism Industry Outlook with Restored Funding

Restoring Brand USA’s budget promises a balanced boost across airlines, hotels, attractions, and ancillary services. Enhanced flight load factors from Australian gateways to US hubs, more robust bookings in premium travel segments, and increased activity reservations are anticipated outcomes.

Tourism stakeholders are urged to recalibrate strategies promptly to capitalize on potential marketing rebounds and to leverage early booking windows tied to the heightened interest generated by mega-events.

Risks and Opportunities Amid Long-Haul Competition

Without renewed US tourism marketing, the long-haul market dynamic risks further distortion. Countries like Japan and European destinations, with vigorous promotional campaigns and substantial inbound numbers (five hundred thousand to 1.2 million Australian arrivals in 2024), could consolidate gains in market share.

The VISIT USA Act represents an opportunity for the US to restore its competitive footing, offering Australian travelers compelling value propositions and clear reasons to choose American destinations for cultural, leisure, and business stays.

Broader Economic and Cultural Benefits

Tourism between the US and Australia fosters significant economic exchanges, including direct visitor spending, job creation, and cultural diplomacy. Strengthened marketing backed by events like the World Cup and Olympics also supports industries such as hospitality, transport, retail, and entertainment, enhancing bilateral ties and regional prosperity.

Conclusion

The VISIT USA Act stands as a critical initiative aimed at renewing the United States’ tourism marketing vigor in the Australian market. By restoring Brand USA’s funding, the US will be better equipped to leverage the global spotlight on the 2026 FIFA World Cup and 2028 Olympics for sustained tourism growth.

With Australia remaining a vital long-haul source market, the act’s passage promises not only to reverse recent declines in outbound Australian travel to the US but to invigorate the sector broadly, with sharper, impactful marketing driving visitor engagement, economic return, and positioning the US for a competitive tourism future.

Image Credit: FIFA