Tourism
Australia’s flagship B2B trade event, Australia Marketplace North
America 2025 (AMNA25), concluded this past week in Los Angeles, boasting
record attendance, and underscoring the strength and importance of the North
American market for the Oceanian destination.
Held September
15–17 at the Torrance Marriott Redondo Beach, the biennial event brought
together nearly 300 delegates, including 117 Australian sellers and 111 North
American buyers from 93 companies — making it the largest edition in the
event’s decades-long history. A select group of Premier
Aussie Specialist travel advisors also participated.
“It’s really
about connecting our supply chains together, supporting the continued
relationships that they have, but more than ever, hopefully creating some new
partnerships and new relationships for folks as they look to evolve what
they’re selling and evolve their product offerings to their customers here,”
said Chris Allison, Tourism Australia’s Vice President for The Americas and New
Zealand.
Tourism Australia’s Vice President for The Americas and New Zealand, Chris Allison, speaks during a media briefing at the Australia Marketplace North America 2025 event in Los Angeles. (Photo Credit: Northstar Travel Group/Laurie Baratti)
Insights and Market Updates
For media
members, the program opened with a lavish brunch at Culver City’s Margot
restaurant on Monday morning. During a briefing, Allison and Georgia Harman, PR
and Communications Director for The Americas, shared updates on aviation
connectivity, market performance, unique tourism draws and details on Chapter 2
of the global “Come
and say G’day” campaign, which launched September 16.
“The main goal
here really is to support business partnership, business relationship, and
hopefully new business opportunities,” Allison noted. “We have a very
passionate industry … so, lots of strong relationships exist here.”
Media brunch held as part of the Australia Marketplace North America 2025 event in Los Angeles. (Photo Credit: Tourism Australia)
Opening
General Session and Keynote
Event
registration opened Monday afternoon, followed by an afternoon tea in the hotel
courtyard featuring Bluestone Lane coffee, Tassie Tea, and an assortment of
finger sandwiches and sweets. Delegates then gathered for the Opening General
Session, where presentations offered a comprehensive view of the U.S. and
Canadian market outlook, updates on airlift between North
America and Australia,
and trends shaping the year ahead.
The session also
featured a deep dive into Chapter 2 of the “Come and say G’day” campaign. A
panel discussion on the “Mindset of the American Traveler” preceded a keynote
address from Keely Cat-Wells, Founder and CEO of Making Space — an educational and
promotional platform for Disabled talent. Herself a disabled person, Cat-Wells —
a Forbes 30 Under 30 honoree — spoke on evolving definitions and perceptions of
disability and accessibility in travel, highlighting the importance of
inclusive tourism.
Australian sellers and North American buyers attend the Opening General Session for the AMNA25 event. (Photo Credit: Tourism Australia)
Networking and
Marketplace Appointments
Following the
general session, attendees enjoyed a Backyard Barbecue networking event on the
hotel’s Village Greens, complete with a smorgasbord of buffet offerings and an
in-person appearance by the “Come and say G’day” campaign’s adorable animated
figure, Ruby
the Roo.
Tuesday and
Wednesday were dedicated to one-on-one Marketplace appointments, scheduled in
12-minute sessions in a speed-dating-style format. Each participant had around
76 appointments over the course of two days, allowing Australian sellers to
meet a wide mix of North American buyers, including product managers, consortia
partners, independent contractors, reservations consultants and Premier Aussie
Specialist travel advisors.
“The way we
support the industry is connecting our supply chain … This is the major event
where we bring the two sides together,” Allison said. “It’s our biggest ever
delegation coming from Australia … and I think that’s a signal of how much our
industry values these opportunities to connect in person with our travel
buyers. I think it’s also a signal of how important the U.S. market is to our
industry at large in Australia.”
Keely Cat-Wells of Making Space gives a keynote address for the AMNA25 event. (Photo Credit: Northstar Travel Group/Laurie Baratti)
‘Come and Say G’day’ Campaign Relaunch
AMNA25 heavily
highlighted the launch of the second chapter of Tourism Australia’s “Come and
say G’day” campaign, designed to keep Australia top of mind for North American
travelers and drive bookings. Building on the success of the original 2022
campaign — which substantially boosted consideration for Australia and
increased flight searches — Chapter 2 comes at a time of high competition for
U.S. high-yield travelers.
Allison explained
why now is the right time for the relaunch. “We believed at the time, and we
still do, that the positioning of ‘Come and say G’day’ … was a unique
opportunity for the destination,” he said. “But three years is a long time in
advertising. We know, particularly at the moment, that competition is really
high for the U.S. high-yielding traveler. We also know that we need to continue
to evolve how we put that in front of the customer … We need to continue to cut
through in the very cluttered destination marketing environment.”
For the U.S.
market, the campaign leverages the popularity of Australian conservationist and
TV personality Robert Irwin, whose passion for wildlife and family legacy as
conservation ambassadors adds authenticity and resonance. Allison noted,
“[There’s] a good family legacy there. And Robert … he’s so passionate about
his conservation work and just a great ambassador for the country. We just knew
that he would land really well here. And, we didn’t know at the time that he
was going to be on Dancing With the Stars this year. So, it’s a very happy
coincidence that his profile will be growing at the same time as our
advertising is out there.”
Chapter 2
emphasizes storytelling from the traveler’s perspective, with the main takeaway
message being that a trip to Australia stays with you forever. Marketing assets
capture unforgettable moments by showcasing iconic destinations like the Great
Barrier Reef, Uluru, Sydney, and the 12 Apostles, as well as lesser-known
regions such as South Australia’s Eyre Peninsula, where Irwin filmed his scenes
for the campaign video.
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