As the latest global campaign by Tourism Australia declares, ‘There’s nothing like Australia’. Though the international market may need to be reminded of this fact, Australians are well aware of it – just ask the 10.3 million who chose to stay on home soil for their last holiday. What’s more, the latest findings from Roy Morgan reveal that most of these domestic travellers didn’t even leave their home state.
Western Australians are the most likely to holiday in their state of residence: nearly three-quarters (73.0%) of them stayed in WA on their last trip, ahead of 69.4% of people in NSW/ACT and 66.4% of Queenslanders.
In contrast, Tasmanians are the least likely to take an intra-state holiday, with more than half of them heading to the mainland on their last trip instead.
% of each state’s residents whose last domestic trip was within their home state
Source: Roy Morgan Single Source (Australia), January–December 2015 (n=8,186).
Given the size of WA, the diversity of its attractions and its distance from the rest of the country, it is not especially surprising that so many Western Australians opt for an intrastate holiday. In 2015, the Pemberton-Albany-Denmark corner of the state’s South West was a popular destination, attracting 18.1% of WA’s holiday-goers on their last trip; ahead of Perth (13.6%) and Margaret River (11.0%).
Ironically, Melbourne is the most visited domestic destination overall among Tasmanian holiday-goers (attracting 18.3% on their last trip). For intrastate holidays, Launceston and surrounds (8.1%), Hobart (7.8%) and the East Coast (St Helens, Swansea etc – 6.0%) top the list.
Top three intrastate holiday destinations for residents of each state
Source: Roy Morgan Single Source (Australia), January–December 2015 (n=8,186). Base: Australians 14+ whose last trip was domestic
Some 11.6% of NSW residents travelled to the state’s beloved North Coast (Forster, Port Macquarie, Coffs Harbour, Taree, Port Stephens) on their last holiday, while Melbourne (8.9%) was the most popular intrastate destination for Victorians on their last trip. Queenslanders were most likely to travel to the Sunshine Coast, and for South Australians, the Yorke Peninsula (9.4%) is the intrastate holiday destination par excellence.
Angela Smith, Group Account Director, Roy Morgan Research, says:
“Whether out of practicality (time or budgetary constraints, for example), or the result of state pride, 62.3% of all Australians whose last holiday was domestic travelled to an intrastate destination in 2015. This is the highest proportion of home-state holiday-goers since 2011.
“Western Australians are the most likely to stick within state lines on holiday, with destinations in WA’s south-west corner rating especially highly. Being only a few hours’ drive from Perth, this region is ideal for a short and cost-effective getaway.
“Indeed, proximity to capital cities may explain why the destinations intrastate travellers tend to choose do not necessarily coincide with the ‘big-ticket’ destinations generally associated with their respective states at a national or international level. For example, Queenslanders are more likely to go to the Sunshine or Gold Coasts than further north to the world-famous Great Barrier Reef region, while more people from NSW head to the north and south coasts rather than the internationally acclaimed Hunter Valley.
“State and regional tourism organisations wishing to boost their destination’s holiday potential stand to benefit from devising marketing strategies that specifically target residents of their own state.”
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.
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