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Culture, nature and no crowds: the perfect holiday

October 11, 2013 Destination Global, Headline News No Comments Email Email

egtmedia59Forget bright lights, big cities and package tours: according to a recent survey, most Australians dream of a holiday where they can experience local culture, enjoy a natural setting, and not be bothered by crowds.

In the 12 months to July 2013, 74% of Australians aged 14 and over agreed they’d like to holiday somewhere they can experience the local culture, up from 67% a decade ago, latest findings from Roy Morgan reveal. Warwick Hotel San Francisco

Cape York Peninsula might suit, Roy Morgan suggested.

Nature also rated highly on most Aussies’ holiday wish lists, with 73% preferring to go where they can see nature or be in a natural setting (up slightly from 72%). Escaping the tourist hordes was another favourite: 70% of the population like to take their holidays away from crowds.

This reinforces the long-established observation that tourists do not welcome the presence of other tourists. “We are travellers; they are tourists,” is one way of putting it.

A growing percentage of Australians say they’re always very active on holidays (51%), a significant increase from 43% in June 2003.

New Zealanders have similar holiday tastes, with 68% wanting to see nature or be in a natural setting, 67% preferring to go somewhere away from crowds, and 61% wanting to experience the local culture.

“Australians increasingly want an authentic holiday experience where they can enjoy the local culture,” comments Roy Morgan Research’s international director of tourism, travel and leisure, Jane Ianniello.

“While their ideal holiday is in a natural setting away from crowds, many of them end up at busy beach or urban destinations such as Sydney, Melbourne, Surfers Paradise, Byron Bay, and Bali.

“In reality, holidays are often a compromise based on budget and time available, as well as the wants and needs of other family members and friends,” Ianniello says.

“It’s important for destination marketers to understand their target market’s holiday dreams and their real-life constraints, so as to tailor messages that take both elements into account and inspire people to choose their destination when booking their holidays.”

Edited by : Peter Needham

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