“We know that there is some tension, but the US is more than that,” Brand USA’s senior director of global trade development for APAC, Suzy Shepard, told travelBulletin.
“You travel for more than politics – you travel to have those people-to-people connections and cultural moments.”
While there has been a rollercoaster of challenges and “a lot of talk” of roadblocks for Australian travellers going to the US, “nothing has materially changed in terms of the entry process”, Brand USA’s SVP, PR and chief communications officer Chris Heywood told travelBulletin.
The DMO is also currently working with Customs and Border Protection and the Department of Homeland Security to facilitate travel to the United States, Heywood added.
“I acknowledge that there is a concern, but I’m here to reassure travel audiences that people should continue to come to the United States and not be deterred by some of what they’re hearing in the news because some of that is sensationalised,” Heywood said, advising travellers to take “a common sense approach” when entering the country by preparing paperwork ahead of time, including flight and accommodation details.
“We are involved in doing all that we can to welcome Aussies to our shores and I’m here to tell you, we warmly invite you – we want your business,” he said.
Earlier this week, the US Global Entry program was temporarily suspended due to a partial government shutdown, which offered some travellers streamlined clearance through dedicated lanes at migration.
While it was reported by the National Travel and Tourism Office that the US had experienced six consecutive months of a decline in Australian visitors last year, Heywood said that it is expected that Australian visitation is predicted to increase by 5% next year, with the country expecting more than a million Aussies to their shores.
In terms of aviation, seat capacity is also up 4% compared to the first half of 2025, likely driven by the expanded capacity of Qantas’ Sydney to Dallas Fort Worth route, he added.
Meanwhile, Delta Air Lines is now operating a Melbourne service to Los Angeles, which recently increased to daily over peak season and last year, United Airlines launched its first-ever direct passenger flight between the US and South Australia.
“This route is extremely important to carriers and Australians. It does show confidence in the long-term in the market,” Heywood observed.
In the meantime, Brand USA is preparing for “an unprecedented year of opportunity for the US”, with a calendar full of “once-in-a-generation” events, such as the Route 66 centennial, the 250th anniversary of independence and the FIFA World Cup.
Beyond that, the country is also preparing for the Olympics in 2028, which will be hosted in Los Angeles.
“We have maybe the widest range of opportunity and at every price point and at every interest level, whether it’s outdoor and wellness, whether it’s family travel, whether it’s luxury travel – the USA has it all,” Heywood enthused.
“That hasn’t changed. The vibrancy, the appeal, the welcoming nature of the people is excellent.”
He continued: “So when you get on the ground an d into these destinations, I like to remind people remember that you’re in the travel lane. You’re really focused on these amazing travel experiences that are really once in a lifetime, and you’re in the business of making memories.”
