Travel Profile (total) 

  Yr/Yr % Chg
Visitor Spending (2016p) $971 million -
California Market Share (2015) 43.9% -
Visitors to California (2016p) 604,000 -
2017 Visitation Forecast (% change vs. 2016p) 599,000 -0.8%
2021 Visitation Forecast (% change vs. 2016p) 630,000 +4.3%
2021 Spending Forecast $1.0 billion -

(updated May 2017)
U.S. Department of Commerce; Tourism Economics 

Leisure Travel Profile (85% of total)  

Vacation/Holiday 92% 137
Hotel/Motel 82% 112
Average Length of Stay - Nights 7 55
Average Spend Per Trip $1,616 81
Average Destinations Visited Per Trip 3.9 125
Average Party Size 1.8 105
Travel with Children 9.2% 68

Sources: U.S. Department of Commerce; CIC Research, Inc. 

Source: Tourism Research Australia: Travel by Australians March 2016 Quarterly Results of the National Visitor Survey, Year ending December 2015. U.S. Department of Commerce; CIC Research, Inc.



Market Conditions

Australia GDP Quarterly Growth Rate
Australian Dollar

Australia’s economy is dominated by its services sector, yet its economic success is based on the abundance of agricultural and mineral resources. The Australian economy has recorded its 20th consecutive quarter of growth. Throughout 2016, the economy advanced 3.1 percent.

Despite economic factors such as the decline in the value of the Australian dollar against the U.S. dollar, softening of the mining industry and a fall in commodity prices, international travel remains strong. This is correlated with competitive airfares (25 percent less than the past two years) as a result of increased airline capacity, low interest rates and high consumer demand for international travel.

  Check current exchange rates on

The U.S. dollar remains strong, yet travel remains high. Factors such as record low airfares ($999 roundtrip vs $1500 last year) and increased airlift is keeping travel strong. The level of accomodations is leaning toward three-to-four star properties in order to account for the exchange rate.

Sources:  Source:



Competitive Landscape


Top 2015 Spenders

Culinary: Southeast Asia, Europe, New York, Asia
Entertainment: New York, U.S. South, Europe
Family: Queensland, New Zealand, Florida
Luxury: Southeast Asia, South Africa, Europe, Middle East
Outdoor: New Zealand, Canada, Southeast Asia


Dubai: $1.71M
Malaysia: $1.29M
New Zealand: $1.11M
South America: $474K
India: $317K

    Source: AQX



 Market Barriers


Risk Factors 

  • Perceived familiarity; not different enough from Australia
  • Overall cost of United States/California vacation vs. competition
  • The recent United States presidential election has resulted in an unknown for the market. Increased terrorism and safety threats remain, yet California is seen as a safe destination.






  • 79 weekly nonstop flights
  • 26,753 weekly seats
  • Planning timeframe: up to six months
  • Booking timeframe: two to four months
  • Planning and booking process has become increasingly fragmented
  • Flights vs. land booked across a variety of traditional and online sources
  • Roughly 50 percent of visitors book their trip through traditional travel agency or tour operator; remainder goes direct or through OTAs
  • More than 15 trade companies include California in their packages



Target Profile

Primary Target
  • Top 33 percent HHI
  • Passionate about or regularly travel abroad
  • Travel by air for vacation 1+ times annually
  • Vacation decision-making involvement
  • 37 — Median age
  •  $125K — Median HHI
  •  Less likely to be married and have children
Source: Carat CCS    



Other Market Insights

  • Market:
    • Growing number of Australians visiting the United States, the number one long-haul travel destination for Australians
      • Australia has posted 10 years of continued growth and record arrivals
      • Australia remains the 10th largest market for international visitors to the United States, with 1.5 million Australians having travelled to the United States in 2015, representing an increase of 11 percent compared to the prior year and 6 percent higher than forecasted
    • Growing number of Australians visiting California
      • Australia is the No. 3 international market to California; Australian visitation numbers have increased year-overyear since 2009, with 610,000 Australian visitors to California in 2015, representing a $945 million spend
  • Audience:
    • Bragworthy experiences sought in California. Since Australia offers similar vacation experiences to California, unique, bragworthy “only in California” experiences are extremely important to Australian travelers
    • California is seen as a journey rather than an escape
      • Travel motivators are exploring, experiencing and enriching, rather than recharging and relaxing
    • Australians are sophisticated and mature travelers and seek greater discovery
    • They want to do and see more and explore beyond the gateways
    • Australians make travel a priority
      • Taking four or more weeks of annual leave is the norm
  • Product Experience:
    • Consumers are open to repeat visits and shorter breaks
    • As airline competition for market share intensifies, consumers have experienced unprecedented access to cheap flights from both Australia and New Zealand to the United States, and this has driven a trend toward repeat visitation and also travel for more frequent, shorter breaks

Tourism Research Australia: Travel by Australians March 2016 Quarterly Results of the National Visitor Survey, Year ending December 2015. U.S. Department of Commerce; CIC Research, Inc.

Brand Foundation


Brand Platform

California Attitude
While California is seen to have a similar and desirable lifestyle, Hollywood culture sets it apart.

“Accessible abundance”: so much to see and do.



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