Wednesday, April 16th, 2014 - Roy Morgan Research

Glorious sunshine and endless beaches or world-class culture and inner-city cool? When it comes to long holidays (three or more nights), it seems the former option has the edge, with slightly more Australians choosing the Gold Coast than Melbourne.

According to the latest Roy Morgan Holiday Tracking Survey, 9.0% of Australians aged 14+ years (or 1.7 million people) nominated Gold Coast as a destination they would like to visit for a long holiday, while 8.4% (or 1.6 million people) nominated Melbourne[1].

Other domestic destinations popular with Aussies dreaming of getting away for three or more nights include Tropical North Queensland (6.4%), Sunshine Coast (5.4%), Hobart (5.1%), Whitsundays (4.7%), Perth (4.6%), Sydney (4.6%), Brisbane (4.0%) and Great Ocean Road (3.9%).

Top 10 destinations where Australians would like to holiday for 3+ nights in next two years


Source: Roy Morgan Single Source (Australia), March 2013 – February 2014, n = 17,970.

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

“Although the Gold Coast’s popularity has declined over the past decade it still retains its crown as our most desirable domestic destination for a long holiday of three or more nights, ahead of short-break favourite, Melbourne. In fact, Queensland boasts half of Australia’s Top 10 preferred long-holiday destinations, hardly surprising when we consider all it has to offer holiday visitors: reliably warm weather; stunning beach destinations; world-famous coral reef; and ancient rainforests. 


“Roy Morgan’s ground-breaking profiling tool, Helix Personas, can assist destination marketers to understand and effectively communicate to their target market.


“For instance, 17% of people from the Careers and Kids persona would like to take a long holiday of three or more nights at the Gold Coast in the next two years compared with 9% of the population. As their name suggests, Career and Kids are hard-working and family-oriented, earning good money that goes towards paying off their mortgage and their kids’ private school fees. ‘Keeping up with the Joneses’ is important to them, and where they take their holidays would almost certainly be influenced by this.


"In addition to the Gold Coast, Career and Kids also aspire to take a long holiday in other family-friendly destinations such as Melbourne, Tropical North Queensland and Uluru.”

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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.
Samantha Wilson
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tourism, travel, holidays, gold coast, queensland, leisure




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