As U.S. tourism declines, Australia’s digital strategy offers a model for recovery
Vivid Sydney attracts a massive 3.28 million visitors over 23 nights.
International tourism to the United States is in retreat. According to a June 2025 Skift analysis, several states—most notably California, New York, Washington, and Michigan, are experiencing significant year-over-year drops in overseas arrivals, with Canadian visitation in some border states down by more than 70%.
Experts attribute the slump to a combination of persistent visa delays, global economic pressures, and shifts in international travel sentiment. But while many U.S. destinations are struggling to attract coverage in foreign markets, some governments abroad are showing how digital communications and earned media strategy can play a decisive role in tourism recovery.
Australia's Digital Edge
A standout example is Destination NSW, the official tourism organization for New South Wales, Australia. Their online media center, a public-facing platform for journalists and content creators, has become a model for how destinations can support international storytelling and boost earned media results.
The goal, according to Destination NSW, is to “make it easier for media professionals and partners to find, access and use official NSW tourism content.” The platform is part of the state’s broader Feel New South Wales campaign, which helped drive a 20% rise in international visitation to NSW between 2022 and 2024.
U.S. States Facing Tourism Challenges
Meanwhile, in the U.S., the impact of lower international arrivals is being felt across multiple regions:
California saw a 22.5% decline in international tourist spending in 2024, according to Visit California’s latest economic impact report.
New York City experienced a drop in overseas visitors, down from 9.4 million in 2019 to 6.5 million in 2023, according to NYC & Company.
Michigan, which depends heavily on Canadian cross-border traffic, has reported steep visitor declines in Detroit, Traverse City, and Mackinac Island.
Washington State officials confirmed a decrease in international air arrivals, notably from key markets like China and Canada.
A Trusted Tool: Earned Media
A 2023 Forbes Agency Council article emphasized that earned media, press coverage that is not paid for, is increasingly valued for its trust and authenticity. This form of exposure, especially when powered by compelling and accessible content, can significantly amplify a destination's reputation and attractiveness abroad.
Destination NSW’s media center plays directly into this strength. Journalists no longer have to rely on generic press releases or chase high-res visuals. Instead, they’re given access to fully packaged story assets and real-time updates, making it easier to cover NSW in everything from travel blogs to major broadcast features.
What U.S. Destinations Can Learn
While some U.S. tourism boards maintain media portals, they often lack the structure, depth, and user experience of sites like Destination NSW’s. Many are geared more toward marketing departments than editorial users, limiting their utility to working journalists.
Tourism and PR experts suggest that state- and city-level tourism authorities should invest in centralized online media hubs with curated, downloadable content that speaks directly to journalists. Such platforms can also help correct misconceptions, highlight new experiences, and shift focus to under-covered regions.
A Way Forward
With tourism accounting for over 8 million U.S. jobs and billions in local tax revenues, the stakes are high. Global travelers have more choices, and more noise, than ever before. To stay competitive, American destinations may need to evolve how they tell their stories to the world.
If states want to reverse tourism declines, equipping journalists with compelling, accurate, and easy-to-access content could be one of the most cost-effective tools available.