Kiwi travel to the US is tipped to surpass pre-pandemic levels by 2026 and Brand USA is looking to work with the Kiwi trade across a number of initiatives ensuring the travel momentum continues, against the backdrop of the strong US dollar.
Brands USA’s svp global market and chief trade & product development officer Malcolm Smith is in New Zealand this week for Brand USA trade events and says the Kiwi market continues to recover strongly. “I think this is an amazing market, they prioritise travel here in New Zealand. Even with a challenging economy, the demand is still very strong for outbound travel [to the US].”
Smith says increase in air capacity between New Zealand and the US, and the addition of new ports such as Dallas and New York is helping to keep flights competitive and options wider for Kiwi travellers.
Kiwis made a total of 254,000 trips to the US in 2024, ‘just shy of the 300,000 we saw in 2019’ says Smith. “We’re heading in the right direction, and our US Department of Commerce is forecasting that we’ll exceed those [2019 figures] by 2026.”
. . . Bucket List
Brand USA this year showcases ‘the great American road trip’, a concept Smith believes will resonate with adventurous Kiwi travellers. “And then next year, 2026, is going to be a favourite year for the US,” says Smith. “A lot of celebrations will be going on. We have the 100th anniversary of Route 66, and it’s also America’s 250th anniversary—plus we have the [FIFA] World Cup with games in 11 US cities, two in Canada and three in Mexico [in 2027].”
. . . Trade Key
Acknowledging the appeal of bucket list trips to the US as well as the burgeoning cruise sector, Smith says Kiwi agents and the trade continue to play a pivotal role of selling and upselling the US.
The NTO, he says, will continue to add modules to its USA Discovery program and is in talks regarding a mega famil for Kiwi agents this year. He points out that new Brand USA ceo Fred Dixon ‘grew up on the trade side’ and has ensured that there was ‘a seat at the leadership table for the travel trade.” More in Wed’s issue
