Melbourne is an increasingly preferred Australian holiday destination over the Gold Coast according to a new survey.
The latest Roy Morgan Holiday Tracking Survey shows 4.1 million Australians (22 per cent) want to take a holiday in Melbourne within the next two years, compared to 3.3 million (18 per cent) who choose the surf and sun of the Gold Coast.
The Sunshine Coast is a favoured destination for 2.3 million Australians (12 per cent), ahead of Sydney with 2.2 million (12 per cent).
Victoria’s iconic Great Ocean Road rounds out the Top Five with two million (11 per cent) wanting to visit.
“Melbourne is one of the only domestic holiday destinations to have increased in preference over past decade. Australians under 30 are particularly attracted to it, with 28% saying they would like to take a holiday there in the next two years. The shopping, dining, nightlife, and special events all appeal to this younger age group," said Jane Ianniello, international director of tourism, travel and leisure, Roy Morgan Research.
“Sydney has regained popularity as a holiday destination over the past three years after suffering a large drop in preference after the Cronulla riots in December 2005.
“Beach destinations such as the Gold and Sunshine Coasts have suffered in popularity over the past decade due to increased competition from short-haul overseas beach destinations such as Bali and Fiji .
“It is important for the domestic tourism industry to understand the demographics, attitudes and behavioural profile of holidaymakers, so as to tailor appropriate messages that motivate their target market to book a holiday.”
Melbourne is an increasingly preferred Australian holiday destination over the Gold Coast according to a new survey.
The latest Roy Morgan Holiday Tracking Survey shows 4.1 million Australians (22 per cent) want to take a holiday in Melbourne within the next two years, compared to 3.3 million (18 per cent) who choose the surf and sun of the Gold Coast.
The Sunshine Coast is a favoured destination for 2.3 million Australians (12 per cent), ahead of Sydney with 2.2 million (12 per cent).
Victoria’s iconic Great Ocean Road rounds out the Top Five with two million (11 per cent) wanting to visit.
“Melbourne is one of the only domestic holiday destinations to have increased in preference over past decade. Australians under 30 are particularly attracted to it, with 28% saying they would like to take a holiday there in the next two years. The shopping, dining, nightlife, and special events all appeal to this younger age group," said Jane Ianniello, international director of tourism, travel and leisure, Roy Morgan Research.
“Sydney has regained popularity as a holiday destination over the past three years after suffering a large drop in preference after the Cronulla riots in December 2005.
“Beach destinations such as the Gold and Sunshine Coasts have suffered in popularity over the past decade due to increased competition from short-haul overseas beach destinations such as Bali and Fiji .
“It is important for the domestic tourism industry to understand the demographics, attitudes and behavioural profile of holidaymakers, so as to tailor appropriate messages that motivate their target market to book a holiday.”
