What did you do on your last domestic holiday? According to the latest findings from Roy Morgan Research, more people went bush-walking than visited museums on their last Australian getaway, and shopping was a more popular holiday activity than swimming/surfing. We explore what Aussies do when holidaying on home shores and how this varies between different states.
As of September 2016, 10.7 million Australians reported that their last holiday was domestic. Almost half overall (49.4%) visited friends and/or relatives during their trip, although this rose to 52.6% of people whose last holiday was in New South Wales, and fell to 42.9% of those who visited Tasmania.
Wining and dining was the second-most popular domestic-holiday activity (23.4%), with some interesting differences depending on the destination. This time, Tasmania heads the list, with 39.1% of holiday-goers dining at restaurants, having a vino or two, and no doubt enjoying the fresh local produce the Apple Isle is renowned for. Surprisingly, only one in five people whose last holiday was in NSW did the same.
Top 10 domestic holiday activities, and how popularity varies by state
Source: Roy Morgan Single Source (Australia), October 2015-September 2016, n=7,797. Base: Australians 14+ whose last trip was domestic. NB: trip=any holiday, visit to friends or relatives or any other non-business trip, where respondent stayed away from home for at least one night
Some 23.2% of domestic holiday-goers went shopping (not surprisingly, Victoria is above average for this particular activity, with 27.1% of folks who went there on their last trip hitting the shops), and 18.1% took in some country scenery and/or went wildlife spotting (a percentage that shoots up to 33.2% of visitors to Tasmania, and falls to 16.7% of those who went to NSW).
Given Australia’s plethora of world-famous coastal destinations, it’s curious that only 17.7% of domestic holiday-goers overall went swimming and/or surfing on their last trip. However, this figure does rise among people whose last holiday was in Queensland— 25.6% of whom went swimming/surfing, compared with just 10.9% of those who visited Victoria.
Tasmania is the top spot for culture: 31.6% of people who took their last holiday there went to a museum (compared with 11.2% of all domestic holiday-goers) and 22.7% went to an art gallery (compared with 7.8%). Of course, popular Hobart tourist attraction MONA – the Museum of Old and New Art – can be classified as either a museum or gallery, so it’s likely that this is driving these high figures. Given that MONA opened in 2011, it is worth pointing out that visitors to Tassie were much less likely to go to a museum (12.2%) or art gallery (8.1%) in 2010 than they are now.