Wednesday, September 28th, 2011

Some 10% of Australians had at least one holiday in Melbourne last year making it the most popular domestic holiday destination – just ahead of Sydney.  But overall the outlook for domestic travel is down.

In the June 2011 quarter around 12.4 million (67%) Australians 14 years or older intend to take at least one holiday in the next 12 months, down from 69% in June 2010.

The percentage of Australians who intend to travel domestically on their next holiday is at a five year low of 54%, according to the latest Roy Morgan Research Holiday Tracking Survey conducted in the three months to June 2011.

While the percentage of Australians who intend to go overseas on their next holiday in the next twelve months has risen to an all time high of 10% for the June 2011 quarter, up from 8% in June 2010.

Intention to take a holiday in the next 12 months

Source: Roy Morgan Single Source (Jun 2006 – Jun 2011, average sample per quarter n=5,129). N.B. A small percentage of holiday intenders cannot nominate where they will be going on their next holiday. As a result, the percentages shown as intending to go overseas or domestic on their next holiday do not add to the total intenders.

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

“Some 7-in-10 Australians take a holiday each year and this is fairly consistent from year to year. However, increasingly those holidays are to overseas destination – with 21% (up from 13% in 2001) of Australians taking a holiday last year overseas (12 months to June 2011) and 64% (down 2% since 2001) taking a holiday within Australia. The most popular domestic destination last year was Melbourne – with 10.2% Australians having at least one holiday there, just ahead of Sydney (9.5%).

“The trend towards overseas holidays looks set to continue – with more Australians wanting to holiday overseas – 48% (up from 44% in 2001) of Australians would like an overseas holiday, ie they nominate one or more overseas destinations as places they’d like to take a holiday in the next 2 years; and an all time high of 10% plan that their next holiday will be to an overseas destination.

“The success of Melbourne in attracting Australian holiday makers, in this environment, shows that the right offering, marketing and experience can still attract tourists.”

The complete Roy Morgan Holiday Travel Intention Leading Indicators Report is available. This report provides information on overall intention to take a holiday or leisure trip (next 12 months) as well as whether the next holiday/leisure trip in the next 12 months will be overseas or domestic.

An extensive range of Travel and Tourism Reports or detailed profiles of Holiday Travel Visitation and Leisure Travellers is also available.

Contact Profile

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.
Shaun Ellis
P: 03 9224 5332


Melbourne, holiday destinations, travel intentions, Australian tourism industry, international holiday intention, domestic travel intention, Sydney,



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