Tourism is an important and growing sector of Australia’s economy, which has been severely impacted by Covid-19.
Young travelers represent a valuable market for Australian tourism. In the past, Tourism Australia has been able to market to young people from around the world to come and travel in Australia, but with borders closed for the foreseeable future, this is on hiatus for now. With so much uncertainty still looming around border closures, it is understandable that young Australians are hesitant to book even domestic travel in the near future.
Tourism Australia commissioned YouthInsight to undertake research into the wants, needs and barriers among young travelers when it comes to domestic travel.
Qualitative virtual in-depth interviews (among travel buddies) informed a quantitative survey, where we spoke to n=705 travel considerers aged 17-30 in November 2020. Our aim was to get a clear picture of the ideal way to ‘Holiday Here This Year’ among young people.
We loved working on this project with Tourism Australia and uncovering young Aussies’ travel plans for 2021.
Some of our key findings were:
85% of young people aged 17-30 who planned to travel internationally in 2020-21 said they would be likely to travel domestically before the end of 2021
NSW and QLD were the most popular destinations for young travellers
The top reason for wanting to travel within Australia among young Aussies is to relax (66%)
When travelling domestically, half of young travellers say that experiencing or learning about Aboriginal culture is important (49%)
Roadtrips were the most popular method of transport, with 85% planning to travel domestically using a car or campervan
Social media (particularly Instagram) was the number one source of inspiration for young travellers, with 80% saying they would use social media to plan their next domestic trip.
Follow the link below to download the infographic.