Monday, October 14th, 2013 - Roy Morgan Research
The advertisements tell us that Queensland is “where Australia shines”, and with 263 days of sunshine per year this may be true, but more Australians would like to take a holiday in Victoria, the latest Roy Morgan Holiday Tracking Survey shows.

In August 2013, 7.6 million Australians aged 14+ (or 40% of the population) said they’d like to take a holiday within Victoria in the next two years, the same proportion as August 2008. By contrast, 7.4 million (39%) would like to holiday in Queensland, down from 44% five years ago.[1]

Top 3 states where Australians would like to take a holiday in next two years


Source: Roy Morgan Single Source (Australia), September 2007 – August 2013, average annual sample n = 19,656.

Wondering which states (or territories) were the least popular? Only 13% of Australians named the Northern Territory as a destination they’d like to visit for a holiday, while the ACT appeals to just 8% of the population.

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

“Over the past five years there has been a decline in the proportion of Australians who would like to take a holiday in Queensland. Key Queensland destinations such as the Gold Coast, Sunshine Coast and Tropical North Queensland are facing stiff price and product competition from a multitude of very affordable overseas beach and island destinations.

“Meanwhile, Melbourne’s increasing popularity among Australian holiday-makers has meant that Victoria has held its own over the past five years as a desirable holiday destination: 21% of Australians say they’d like to holiday in Melbourne, up from 19% in 2008. Melbourne has done especially well in capitalising on the growing short-break market by offering a variety of shopping, dining, nightlife, cultural attractions, and special events.

“The Great Ocean Road is also a factor in Victoria’s success, with 10% of Aussies nominating it as a destination they’d like to visit, up from 9% in 2008.

"Understanding the demographics, behaviour and attitudes of Australian holidaymakers is crucial for the domestic tourism industry if it wants to influence people’s decisions regarding which destination to visit. Our wide range of in-depth travel profiles contains all the information to help them do that.”

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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


tourism, travel, victoria, queensland, melbourne




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