Thursday, September 5th, 2013 - Roy Morgan Research

The Australian dollar’s 10% plunge against the greenback from May to June hasn’t so far deterred potential US holidaymakers, the latest Roy Morgan Holiday Tracking Survey shows

The US remains the top overseas destination that Aussies say they want to visit in the next two years. The proportion of us who’d like a holiday there has grown by more than a third in the last five years: from 10.4% in the year to June 2008 to a new high of 14.2% now.

Previous favourite New Zealand is now second, slipping from 14.7% just before the Christchurch earthquakes 2011 to sit at 12.6% now—a similar level to five years ago (12.7%).

England ranks third, with 12.3% of Australians saying they’d like to visit. Despite hosting the Olympics in 2012 (and riots the year before), England’s popularity remains comparatively flat, with only 1% point between high and low points over the past five years.

France has grown in popularity, with 8.7% of Australians naming it as a preferred holiday spot, up from 7.7% in 2008. Italy is at 7.9%—unchanged from five years ago.

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

“The United States has increased its lead over New Zealand as the most popular potential holiday destination—despite the Australian dollar falling more than 10% in value against the greenback since May.

“The ‘Shaky Isles’ of New Zealand lost appeal for Australians as a holiday destination immediately after the widespread media coverage of the Christchurch Earthquake in late February 2011, and the subsequent earthquake in June 2011. Despite a marketing campaign linked to the new Hobbit Trilogy of films, preference for New Zealand in the Australian market continues to fall.

“Of course, many Australians are still interested in visiting New Zealand, and marketers who understand the demographics, attitudes and behavioural profile of holidaymakers will have more success in tailoring their messages to motivate their target market to book a New Zealand holiday.”


Source: Roy Morgan Single Source (Australia), July 2007 – June 2013, average annual sample n = 19,684.

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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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