Thursday, October 18th, 2012
More Australians (12.9%) nominate New Zealand as their preferred overseas holiday destination for a short-haul trip than any other destination. Although still Number One, this has continued to decline from its peak of 15.1% prior to the Christchurch earthquake in February 2011, according to the Roy Morgan Holiday Tracking Survey for September 2012.
Fiji and other South Pacific Islands such as Vanuatu are also favoured destinations, with 8.0% of Australians wanting to holiday there, up from 5.5% in March 2001 but down slightly from a high of 8.6% in March 2011.

5.3% of Australians would like to holiday in Bali, which is around the same level as in March 2001, but this has fluctuated over the past ten years, with steep declines after the two Bali bombing incidents in 2002 and 2005.

Compared to March 2001 more Australians would now like to holiday in Thailand (5.9%) or Singapore (3.4%). Australians’ preference for Thailand has steadily increased over the last 18 months.

Overseas Holiday Preference – Top 5 short-haul destinations*

Source: Roy Morgan Single Source (Australia), April 2000 – September 2012, average annual sample n = 22,488. * Short-haul holiday destinations are those that are less than ten hours flight time from Sydney.

Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“Considering the devastating effect that natural disasters, terrorism, or political unrest can have on a nation’s tourism industry, New Zealand’s popularity with Australians is holding up quite well considering the Christchurch earthquake only last year.

“Bali is another example: after the 2002 and 2005 Bali bombings, the appeal of Bali fell precipitously among Australian holidaymakers. It remains to be seen whether the recently reported terrorist threat on the tenth anniversary of the 2002 Bali bombing will once again dent the appeal of Bali as a preferred holiday destination for Australians.

“It is important for the travel industry to understand the demographics, attitudes and behavioural profile of these potential holidaymakers, in order to tailor appropriate messages that are likely to motivate them to book their holiday.”

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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.
Shaun Ellis
P: 03 9224 5332


holidays, leisure, travel, tourism, industry, destination,



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