As the latest global campaign by Tourism Australia declares, ‘There’s nothing like Australia’. Though the international market may need to be reminded of this fact, Australians are well aware of it – just ask the 10.3 million who chose to stay on home soil for their last holiday. What’s more, the latest findings from Roy Morgan reveal that most of these domestic travellers didn’t even leave their home state.
Western Australians are the most likely to holiday in their state of residence: nearly three-quarters (73.0%) of them stayed in WA on their last trip, ahead of 69.4% of people in NSW/ACT and 66.4% of Queenslanders.
In contrast, Tasmanians are the least likely to take an intra-state holiday, with more than half of them heading to the mainland on their last trip instead.
% of each state’s residents whose last domestic trip was within their home state
Source: Roy Morgan Single Source (Australia), January–December 2015 (n=8,186).
Given the size of WA, the diversity of its attractions and its distance from the rest of the country, it is not especially surprising that so many Western Australians opt for an intrastate holiday. In 2015, the Pemberton-Albany-Denmark corner of the state’s South West was a popular destination, attracting 18.1% of WA’s holiday-goers on their last trip; ahead of Perth (13.6%) and Margaret River (11.0%).
Ironically, Melbourne is the most visited domestic destination overall among Tasmanian holiday-goers (attracting 18.3% on their last trip). For intrastate holidays, Launceston and surrounds (8.1%), Hobart (7.8%) and the East Coast (St Helens, Swansea etc – 6.0%) top the list.
Top three intrastate holiday destinations for residents of each state
Source: Roy Morgan Single Source (Australia), January–December 2015 (n=8,186). Base: Australians 14+ whose last trip was domestic
Some 11.6% of NSW residents travelled to the state’s beloved North Coast (Forster, Port Macquarie, Coffs Harbour, Taree, Port Stephens) on their last holiday, while Melbourne (8.9%) was the most popular intrastate destination for Victorians on their last trip. Queenslanders were most likely to travel to the Sunshine Coast, and for South Australians, the Yorke Peninsula (9.4%) is the intrastate holiday destination par excellence.