From Disneyland and Dreamworld to Luna Park, Legoland and Dollywood, there’s a theme park out there for just about every kind of fun-seeker — and the latest findings from Roy Morgan Research show that 740,000 Australian holiday-goers visited at least one on their last holiday.
While Australia is still the most common destination for holiday-makers who have visited a theme park on their last trip (55%), foreign destinations were also popular, with 45% of holiday-makers who visited a theme park on their last trip being overseas when they did so.
The USA was the most popular international destination by far among people who went to a theme park on their last overseas holiday, attracting 33% of them. Other popular destinations for overseas travellers who visited a theme park on their last overseas holiday were Japan (15%), Singapore (12%), the UK (9%) and Thailand (7%).
Top 10 destinations of overseas theme-park visitors
Source: Roy Morgan Single Source (Australia), October 2014 – September 2015 (n=169).
Angela Smith, Group Account Director, Roy Morgan Research, says:
“Given the plethora of theme/entertainment parks around the world, it’s no surprise that so many people who visited one on their last holiday did so overseas. Our data shows that folks who went to a theme park on their last trip are considerably more likely than the average overseas traveller to have gone to the US, Japan and Singapore – all of which are renowned for their world-class theme parks.
“Although families with children and people travelling with other family/family and friends account for more than half of holidaying theme-park visitors whose last trip was overseas, it seems that couples (25%), solo travellers (11%) and people travelling with friends (7%) can’t resist theme-park fun either.
“Overseas theme park visitors tend to have a slightly higher household income than the average traveller who went overseas on their last holiday, and they do a greater number of activities while they’re away -- being more likely to have also visited a zoo/animal sanctuary, gone shopping, had restaurant/international food and wine experiences, visited museums and art galleries. Overseas theme-park travellers appear to be a lucrative market, and offer a golden opportunity for savvy tourism operators and travel agencies to tailor their marketing communications so as to encourage this special breed of holiday-maker to really enjoy every aspect of their chosen destination.”
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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