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.
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.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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