Thursday, September 12th, 2013 - Roy Morgan Research
With its endless coastline and world-famous beaches, Australia is a water baby’s dream come true. Indeed, most Australians choose not to leave the country for their beach holidays, opting to sun themselves somewhere on home shores instead. Over the last decade, however, an increasing number of Aussie travellers are taking their beach holidays overseas.

In the 12 months to July 2013, one in six Australians (16.6%) took a ‘beach holiday’ (domestic or international) on their last holiday, a small drop from ten years ago, when it was 17.6%. The proportion of Aussies who chose a domestic beach holiday was 13.3%, down from 16.6% in July 2003; while those who chose an overseas beach holiday increased to 3.3% from 1.0% in the same period.

Among New Zealanders, 13.9% took a beach holiday on their last holiday, with 11.1% choosing a domestic beach destination, and 2.8% choosing an overseas one.

Percentage of Australian holidaymakers taking a ‘Beach Holiday’

beach-holidays

Source: Roy Morgan Single Source (Australia), August 2002 – July 2013, average annual sample n = 14,340.

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

“Over the last decade, more Australians have been choosing overseas beach holiday destinations such as Bali, Thailand, Fiji and Hawaii, over Australian coastal classics like the Gold Coast, Sunshine Coast, Byron Bay, and the Great Ocean Road.


“With cheap flights and a strong Australian dollar, overseas beach destinations offer Australian holidaymakers good value for money. Young singles and young childless couples, in particular, are more likely to choose an overseas beach holiday destination over a domestic one.


“The good news for Australian beach destinations is that sun, sand and surf aren’t their only drawcards. For instance, one-third of visitors to the Gold Coast go to a theme park, and almost half of those holidaying in the Great Ocean Road region are attracted by its scenery, rainforests and bushwalking opportunities.


“Understanding the demographics, attitudes and motivations of their target market will ensure that Australian beach destinations continue to attract Aussie holidaymakers even as international flights get cheaper and overseas beach holidays become more accessible.”


Click here for a profile of Australians who have taken a beach holiday. These profiles provide an overview of their demographics, attitudes, activities and media usage.   

Visit the Roy Morgan Online Store to access an extensive range of Travel and Tourism Reports, including our   Holiday Destination Preference Profiles  and our Holiday Destination Visitor Profiles 

Click here to view our full range of profiles of holidaymakers by Holiday Activities – e.g. Ecotourism Holiday, Backpacker Holiday, Casino Holiday, Disco/Nightlife, Hunter/Fisher Holiday, and many more.

For comments or more information please contact:

Jane Ianniello

International Director of Tourism, Travel & Leisure

Office: +61 (7) 3318 7000

Mobile: +61 423 024 412

[email protected]

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

40%-60%

25% or 75%

10% or 90%

5% or 95%

20,000

±0.7

±0.6

±0.4

±0.3

 

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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.
Samantha Wilson
P: (03) 9224 5268
W: www.roymorgan.com

Keywords

travel, tourism, australia, beach, holiday

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