Leading consumer research company Roy Morgan says more Australians want to visit the United States than any other destination.

This bullish perspective is based on interviews conducted in the past year and is part of a long-term aspirational trend that continues despite the election of Donald Trump as US President.

“The US is now clearly the preferred overseas holiday destination for Australians with 17.9% of Australians in the year to November 2017 indicating they would like to holiday in the US for at least one night in the next two years – up 0.5% on a year ago,” Roy Morgan CEO Michele Levine said.

“Interviewing for the latest overseas holiday intention results was conducted entirely after the election of Donald Trump in November 2016 and it shows the controversial US President has not had a negative impact on holiday intentions to the US as some had feared.”

But as we know actions speak louder than words – intentions are something we might do – and in the case of Australians the actual evidence suggests that while Australians are travelling to the US in large numbers demand has been inconsistent.

The latest Overseas Arrivals and Departures figures from the Australian Bureau of Statistics reveal that Australian visits to the to the US fell -4.8% during November following a -1.6% fall in October. The numbers through the year were inconsistent.

Meanwhile, official data collated collected by US government and tourism agencies shows that in the year to July 2017 the number of Aussie tourists visiting the US fell -3.3%.

This is the most recent US data available and interestingly it doesn’t correlate with the Australian outbound numbers, which were largely positive (with the exception of March)  through the first six months of 2017.

Lies, damned lies and statistics.

For all markets excluding Mexico and Canada the decline was -6.4%; a trend known as the Trump Slump.

Australia remains the is the 10th biggest tourism market for the United States.

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