Australians heading overseas are beginning to shun the US, according to startling figures from the travel industry.
Figures from the Australian Travel Industry Association’s Travel Trends Report show that while the number of Australians travelling internationally jumped by 12.05 million (or 12. 1 per cent) in the year to the end of April, US numbers fell significantly.
The number of Australians heading to the US fell 6.2 per cent in April alone – despite overall outbound travel leaping 8.3 per cent in the same period.
“We’re seeing a noticeable softening in USA-bound travel by Australians,” ATIA chief executive Dean Long said.
It follows multiple reports of overseas visitors, including Australians, being turned away at US entry points under President Donald Trump’s border crackdown.
In May, Sydney woman Nicolle Saroukos recounted her horrific experience of being denied entry to visit her US army lieutenant husband in Hawaii. She was detained overnight before being put on a flight back to Australia.
In June, Australian writer Alistair Kitchen said he was refused entry to the US on a visit to see friends in New York. He said he was interrogated about his views on the Israel-Gaza war and articles he had penned on university protests – and then held for 12 hours at Los Angeles International Airport, before being put on a flight back to Melbourne.
Other travellers have warned of phones and other devices being searched, and entry sometimes being denied.
More recently, protests erupted across the US after Trump sent troops into Los Angeles to quell demonstrations against immigration raids. They prompted a warning from the Australian government’s Smartraveller website.
The wider US travel industry says it will also be hurt by the passing of Trump’s sweeping “big beautiful bill” – which he signed into law last week. It will significantly raise fees for visitors to the US, while stripping millions in federal funding.
US Travel Association president and CEO Geoff Freeman said the legislation had cut “brand USA” spending from $100 million ($A152 million) a year to just $20 million as part of broader spending cuts.
The cuts come ahead of the 2026 FIFA World Cup – to be held across Canada, Mexico and the US – and the 2028 Los Angeles Olympics. The US will also celebrate the 250th anniversary of its independence in 2026.
“Failing to fully fund Brand USA is a missed opportunity — especially as the administration seeks to maximise a historic slate of global events on American soil,” Freeman said.
“Making America the world’s most visited destination — and capitalising on the upcoming World Cup and summer Olympics — requires smarter policy and legislative changes that we are already pursuing.”
The legislation imposes a new $250 visa integrity fee on visitors to the US. In addition, the Electronic System for Travel Authorisation (ESTA) fee for those using the visa waiver program jumps from $US21 ($A32) to $40 ($61).
“Raising fees on lawful international visitors amounts to a self-imposed tariff on one of our nation’s largest exports: International travel spending,” Freeman said.
“These fees are not reinvested in improving the travel experience and do nothing but discourage visitation at a time when foreign travellers are already concerned about the welcome experience and high prices.”
He did welcome some elements of the legislation, including boosts for US Customs and Border Protection and a planned expansion of the visa waiver program.
Meanwhile, many Australians who are choosing to travel overseas have a new favourite destination – Asia.
The ATIA figures showed big growth in Australians heading to destinations such as Vietnam (up 28.5 per cent), Japan (17.0 per cent), and China (12.7 per cent) during April. The same three nations dominated the full-year figures, with Japan up 33.8 per cent, followed by China (26.9 per cent) and Vietnam (25 per cent).
“Holidaymakers continue to drive outbound travel demand, accounting for around 60 per cent of all trips,” Long said.
“The appeal of international experiences, especially across Asia, remains strong as Australians prioritise leisure travel.”
ATIA said Australia welcomed approximately 8.36 million international visitors in the year to April 2025, a 6.7 per cent jump on the previous year. Growth was strongest from China (23.4 per cent), Japan (12.9 per cent), and South Korea (11.9 per cent), while arrivals from New Zealand and the US held steady.
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