New data from Roy Morgan’s Holiday Travel Intention Leading Indicator Report shows more than half of the population (10.48 million or 50.7% of those 14+) intends to take a domestic holiday in the next 12 months.
Victoria is the top destination for those planning a short holiday (31%), ahead of NSW (27.7%) and Queensland (17.5%) with others planning either another domestic destination, an international destination, or not yet having any particular destination in mind at all.
But for those intending on a longer holiday only 53.6% will holiday in Australia. NSW is the most popular domestic destination (17.2%), ahead of Queensland (16.4%) and Victoria (15.3%).
These are the latest findings from the Roy Morgan Single Source survey, derived from in-depth face-to-face interviews with 1,000 Australians each week or over 50,000 each year.
“Victoria has consistently been the top domestic destination for short holidays and has held top spot unchallenged since early 2017,” says Roy Morgan CEO Michele Levine. “The attraction of a shopping weekend in Melbourne or a quick trip to attend a sporting event such as the AFL Grand Final, Formula 1 Grand Prix , Australian Open or Melbourne Cup provides a strong impetus for short holidays to Victoria.
“The warmer weather of NSW North Coast drawcards such as Byron Bay and Port Macquarie, and of Queensland favourites like the Whitsundays and Surfers Paradise are generally associated with more relaxing escapes of a week or more” remarked Levine. “NSW and Queensland have held down the top two spots for longer domestic holidays over the last year and this trend is set to continue. Since June 2018 both destinations have moved further ahead of Victoria as intended destinations for longer holidays.
“But the good news for Victoria is that short holidays are far more popular than longer holidays, with 72.8% of Australians intending to take a domestic holiday in the next year planning on taking a short holiday – far higher than those planning on taking a longer holiday of 3+ nights.”
Source: Roy Morgan Single Source Australia, July 2018 – June 2019. Base for next short holiday: Australians aged 14+ who intend on taking a short holiday (1-2 nights) in the next 12 months, n=6,756. Base for next long holiday: Australians aged 14+ who intend on taking a long holiday (3+ nights) in the next 12 months, n=6,891.
View the Holiday Travel Currency Report or the Roy Morgan Leading Indicator Report for Holiday Travel Intention.
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