Saturday, September 14th, 2013 - Roy Morgan Research
Melbourne is an increasingly preferred holiday destination over the Gold Coast, the latest Roy Morgan Holiday Tracking Survey shows.

Melbourne is an increasingly preferred holiday destination over the Gold Coast, the latest Roy Morgan Holiday Tracking Survey shows.

4.1 million Australians (22%) want to take a holiday in Melbourne within the next two years, compared to 3.3 million (18%) who choose the surf, sun and sandy sequins of the Gold Coast.

The Sunshine Coast is a favoured destination for 2.3 million Australians (12%), ahead of Sydney with 2.2 million (12%).

Victoria’s iconic Great Ocean Road rounds out the Top 5 with 2 million (11%) wanting to visit.

Top 5 domestic holiday destinations Australians would like to visit in next two years

Source: Roy Morgan Single Source (Australia), January 2001 – November 2012, average annual sample n = 22,242.

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

“Melbourne is one of the only domestic holiday destinations to have increased in preference over past decade. Australians under 30 are particularly attracted to it, with 28% saying they would like to take a holiday there in the next two years. The shopping, dining, nightlife, and special events all appeal to this younger age group.

“Sydney has regained popularity as a holiday destination over the past three years after suffering a large drop in preference after the Cronulla riots in December 2005.

“Beach destinations such as the Gold and Sunshine Coasts have suffered in popularity over the past decade due to increased competition from short-haul overseas beach destinations such as Bali, Fiji and Thailand.

“It is important for the domestic tourism industry to understand the demographics, attitudes and behavioural profile of holidaymakers, so as to tailor appropriate messages that motivate their target market to book a holiday.”

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Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
Alex Dalidakis
P: +61 3 9224 5209


Melbourne, Australia preferred holiday destination, Holiday Tracking Survey



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