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More Aussies head overseas for their beach holidays

September 26, 2013 DESTINATION, Headline News No Comments Email Email

egtmedia59With its endless coastline and renowned beaches, Australia has plenty to offer Aussies seeking a holiday in the sun.

While most Australians choose not to leave the country for their beach holidays, the trend appears to be slowly shifting. Over the past decade, an increasing number of Aussie travellers have headed overseas for their beach holidays.

In the 12 months to July 2013, one in six Australians (16.6%) reported that they took a ‘beach holiday’ (domestic or international) on their most recent holiday, a small drop from 10 years ago, Banner 250x250pxwhen it was 17.6%. The proportion of Aussies who chose a domestic beach holiday was 13.3%, down from 16.6% in July 2003; while those who chose an overseas beach holiday increased to 3.3% from 1% in the same period.

Among New Zealanders, 13.9% took a beach holiday on their last holiday, with 11.1% choosing a domestic beach destination, and 2.8% choosing an overseas one.

The findings come from Roy Morgan Single Source (Australia) surveys conducted in August 2002 and again in July 2013, with an average annual sample of  14,340.

Commenting on the findings, Roy Morgan Research’s international director of tourism, travel and leisure, Jane Ianniello, confirmed that over the past decade, more Australians have been choosing overseas beach holiday destinations such as Bali, Thailand, Fiji and Hawaii, over Australian coastal classics like the Gold Coast, Sunshine Coast, Byron Bay, and the Great Ocean Road.

“With cheap flights and a strong Australian dollar, overseas beach destinations offer Australian holidaymakers good value for money. Young singles and young childless couples, in particular, are more likely to choose an overseas beach holiday destination over a domestic one.

“The good news for Australian beach destinations is that sun, sand and surf aren’t their only drawcards. For instance, one-third of visitors to the Gold Coast go to a theme park, and almost half of those holidaying in the Great Ocean Road region are attracted by its scenery, rainforests and bushwalking opportunities.

“Understanding the demographics, attitudes and motivations of their target market will ensure that Australian beach destinations continue to attract Aussie holidaymakers even as international flights get cheaper and overseas beach holidays become more accessible.”

Edited by : Peter Needham

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