Great news friends, Memphis is AUSome! I’m proud to announce that the Memphis CVB is opening an office in Australia, our third strongest international market. As the official marketing and tourism organization for Memphis and Shelby County, we saw this as a great opportunity for our city. And the timing couldn’t be any better.
Chris Ingram, formerly of Tourism Australia, will lead the sales and marketing efforts in Australia and New Zealand on behalf of the Memphis Convention & Visitors Bureau. We look forward to his leadership and expertise.
Australia and New Zealand were identified as emerging feeder markets to Memphis several years ago and now rank as the third strongest international countries visiting Memphis today. Visitors appreciate the authentic experience that only Memphis can provide. Based on research and feedback from CVB clients, international visitors are in search of “REAL” American experiences. Memphis is a one-of-a-kind vacation destination that offers visitors from around the world the experience they are looking for.
In 2015, 1.5 million Australian travelers visited the US. This amounts to more than ten percent of all long-haul travel by Australians outside Oceania according to research conducted by the US Travel Association. The average international visitor typically stays 14-17 nights in the US and travels to multiple destinations. The typical international visitor to Memphis stays 3-4 nights and spends more on leisure travel during their visit than most domestic visitors. In 2015, spending from this market reached $9.3 billion with a 3-5% growth expected by 2018.
The MCVB has always recognized the importance of international visitation to Memphis. Representation and partnerships have existed for Memphis tourism in Europe for 25 years resulting in Memphis as one of the premier and most visited destinations in the Southern US. Marketing efforts supported by MCVB also exist in Japan and China which represent smaller visitation for now but are important as new demand generators in the future. The top international markets to Memphis for leisure travel are: Canada, UK, Australia/New Zealand and Germany.