Saturday, February 13th, 2016 - Roy Morgan Research

True, Cliff Richard was probably not thinking about Australia when he sang the words above, but as the latest findings from Roy Morgan Research reveal, summer is the peak season for Aussies taking a domestic trip.

Indeed, 29% of Australians – or just over 2.6 million people -- whose last holiday was domestic travelled during the summer months, making it slightly more popular than autumn (26%/2.4 million people), winter (23%/2.1 million people) and spring (23%/2.2 million people). While there is not a huge difference between the popularity of each season for holiday-makers, travellers are more likely to visit certain destinations during certain seasons, with summer being no exception.

At a state level, Tasmania is most likely to attract holiday-makers during the summer months than any other season, with 35% of its total domestic visitors between October 2014 and September 2015 visiting during summer. In contrast, only 18% visited during winter.

At a more specific regional level, New South Wales destinations — most of them coastal —feature prominently as places people are especially likely to choose for a summer holiday.

Domestic holiday destinations most likely to be visited in summer


Source: Roy Morgan Single Source (Australia), October 2014 – September 2015 (n=9,238)Base: Australians 14+ whose last trip was domestic

The coastal theme continues, with beachside destinations in Queensland and Victoria also rating particularly highly as summer holiday spots.

The time of year appears to have less influence on travel to capital cities, with the majority attracting fairly balanced proportions of holiday-goers across the four seasons. Brisbane and Darwin stand out, however, for their dramatic seasonal differences: Brisbane, because 38% of its annual domestic visitors come in summer and only 16% in spring, and Darwin for being the only capital where winter is the preferred holiday season (41%).

Proportion of holiday-makers to capital cities, by season


Source: Roy Morgan Single Source (Australia), October 2014 – September 2015 (n=9,238)Base: Australians 14+ whose last trip was domestic

Angela Smith, Group Account Director, Roy Morgan Research, says:

“In a country with as diverse a climate as Australia, there is always going to be somewhere perfectly suited to take a holiday, regardless of the season. The news that summer holiday-makers tend to gravitate to coastal areas is not surprising: where better to be than the beach at this time of year?

“Furthermore, with the long school holidays occurring during summer, the season is the logical time for family getaways, with many of the destinations that attract above-average proportions of summer visitors being renowned for their family-friendly nature.

“On the other hand, Darwin’s special appeal as a winter destination also makes sense: not only is winter the dry season, but for residents of the more southern states, it offers the perfect opportunity to escape the cold.

“Knowing how Australians’ destination choices change with the seasons enables regional tourism authorities to schedule their marketing communications and local festivals and events accordingly, in order to maximise their holiday potential.”

View this release in full (and download the PDF) on our website.

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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


travel, tourism, travel and tourism, summer, seasonal travel, caloundra, southport, regional tourism




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