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US leads NZ as destination of choice for more Aussies

May 9, 2014 Statistics & Trends No Comments Email Email

More Australians still want to visit the mainland United States than any other overseas holiday destination, ahead of former frontrunner New Zealand, with England close behind, the latest Roy Morgan Holiday Tracking Survey shows.

14.5% of Australians 14+ (2.8 million) would like to take a holiday in the United States in the next two years, up from 10.4% five years ago.

New Zealand clings on to second place as a potential holiday destination for 12.6% of Australians—just 0.2% points ahead of England at 12.4%.

Once the top potential overseas destination for Australians, New Zealand peaked at 15.1% just before the Christchurch Earthquake in 2011.

Top 3 potential overseas holiday destinations for Australians:

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Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:

“The United States is now the clear leader in terms of overseas holiday destinations more Australians would like to visit. This is despite the Australian dollar falling in value against the greenback since mid-April 2013.

“Of course, many Australians are still holidaying in New Zealand, and Roy Morgan’s ground-breaking new profiling tool,Helix Personas, can assist marketers to understand and effectively communicate to these people.

“For instance, 7% of Young & Platinum have taken a holiday in New Zealand in the last 12 months versus only 4% of the total population 14+. Young & Platinum are well educated inner city professionals who are typically renting apartments and flats. Ambitious and very well paid, they work hard and let off steam through sport and socialising. In addition to New Zealand, Young & Platinum also want to holiday in USA, England, Japan, and France.”

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