Tuesday, October 29th, 2013
Australians holidaying overseas do a lot of things, but city and historical experiences tend to dominate — with shopping, going to restaurants, and visiting historical sites, museums, parks and gardens among the most popular activities.

In the 12 months to September 2013, 43% of Aussies holidaying overseas visited at least one city, 44% went shopping, and 42% dined at restaurants. Furthermore, 39% visited historical places, 35% went to museums, and 32% went to gardens or parks. Of course, there was plenty of cross-over between these activities, with many travellers doing several on the same trip.

Only 33% of New Zealanders visited a city when holidaying overseas, with 28% visiting historical sites, and 22% going to museums. Shopping (52%) and dining out (42%) were the most popular overseas holiday activities for New Zealanders; their most popular overseas destination was Australia.

Activities undertaken on last overseas holiday


Source: Roy Morgan Single Source (Australia), October 2012 – September 2013, sample size n = 2,414.

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

“By their very nature many overseas destinations offer historical experiences. Home to great cities such as London, Paris, and Rome, Europe’s main appeal to Australians is its celebrated historical legacy: 62% of Aussies holidaying in Europe visit cities, 62% go to historical sites and 63% visit museums.


“By contrast, island destinations such as Fiji, Hawaii and Bali offer more of a beach paradise experience, complemented by restaurants and shopping. These destinations compete directly with iconic Australian favourites such as Surfers Paradise, Noosa, Byron Bay and the Whitsundays.

 “Destination marketers and tourism organisations need to understand what kinds of experiences their target market is seeking on their overseas holidays so as to tailor appropriate messages that inspire them to book a 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.
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