Skift Take

The publicity that a destination garners from a few blog posts is nothing in comparison to the tourism boost that results from lengthy exposure on a national celebrity’s TV show.

Oprah Winfrey’s visit to Australia is finally paying off, with the growth in American tourists at its highest level since the Sydney Olympics. After a drop last year – attributed to the global financial crisis – the number of US visitors rose nearly four per cent to around 472,000 people in the year to October.

A survey of 500 US travellers last October found 73 per cent had visited recently or booked a trip in the coming year had been influenced by Oprah. “It’s not just Oprah though, I think the marketing the state tourism organisations have done with us and the airlines has also helped.”

Subscribe to Skift Pro

Subscribe to Skift Pro to get unlimited access to stories like these ($30/month)

Subscribe Now

Tags: australia, tourism, tv

Photo Credit: Oprah Winfrey's visit to Australia is still having an impact on the number of U.S. tourists making the trip Down Under. Craig Greenhill / The Advertiser