Thursday, December 8th, 2011
A quarter of Australians planning a Christmas holiday are intending to visit Victoria (25% up from 24% last year) according to the Roy Morgan Research Holiday Tracking survey. This now places Victoria only 1% behind New South Wales who, 12 months ago, led Victoria by 5% points. Melbourne maintains its position over Sydney, with 9% intending to visit Melbourne and 6% Sydney.

Intention to visit Queensland during the 2011 Christmas holiday has declined to 16%, down from 19% in 2010. Intention to visit other states and territories has declined to 15%, down from 16% in 2010.

Intention to go overseas during the Christmas holiday period has increased to 14%, from 13% in 2010.

Destination intend to visit on Christmas holiday

Source: Roy Morgan Single Source (January – October 2010, January – October 2011, average annual sample n=1,224).

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

“Christmas and New Year is a traditional time for Australians to take a well-earned holiday.  Many Australians perceive Christmas as way to reconnect with family and friends, with more than half of those taking a domestic holiday at Christmas or New Year visiting their relatives and friends.

“With Regional Victoria gaining popularity as a Christmas holiday destination, it will be interesting to look at what Australians are doing on these holidays and what attracts them to these destinations.”

Rhe complete detailed Roy Morgan Christmas Holiday Trend and Intention Report provides information on Australians’ intending to travel or having travelled during the Christmas/New Year period, the months of December and January. The report shows trends in Christmas/New Year travel, comparing domestic to overseas travel as well as travel at the Christmas/New Year period compared to other times of the year. This report also covers domestic and overseas travel motivations; travel arrangements and holiday spend for last trip Christmas/New Year travellers.

An extensive range of Roy Morgan Holiday Destination Visitor Profiles includes regional destinations, Australian cities and overseas. We can further profile your target audience by who has visited your destination, who would like to visit your destination and who intends to visit your destination. These Profiles provide an overview of the target group including information on their demographics, attitudes, activities and media usage.

AN extensive range of detailed profiles of holidaymakers by Holiday Activity is also available – eg. Beach Holiday, Backpacker Holiday, Casino Holiday, Disco/Nightlife, Hunter/Fisher Holiday, and many more.

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


A quarter of Australians planning a Christmas holiday are intending to visit Victoria



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