While cost-of-living pressures continue to have a negative impact on booking numbers this year, a new report has offered a positive outlook for Australia’s tourism and experiences industry.
Analysing data from over half a million bookings for the Autumn/Winter period, the Seasonal Experiences Index report from Big Red Group, Australia’s largest experience marketplace, has found that Australians are continuing to invest in domestic tourism experiences, with average basket size up 5.7% year-on-year.
There’s been strong returns from international markets too, with data pointing to 89.1% growth in bookings this season – and an incredible 337.6% year-on-year growth for 2024 to date.
Key takeaways from the report include:
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Strong rebound for inbound: Fastest-growing markets for experiences this year include China, Taiwan, Singapore, India and Korea – as Japan remains slow to restart – and they’re all over cruises, hot air balloons and jet boats
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FNQ favourites enjoy a comeback: Positive signs of growth Cairns (+13.1%) and Port Douglas (+47.6%), after summer storms and cyclones tore through the region
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Garden State gains: Australia’s second-largest tourism market, Victoria, defies the national trend to deliver marginal 0.4% growth in bookings year-on-year, whilst South Australia, New South Wales and Northern Territory lag further behind.
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No South Whales: While Queensland has enjoyed some of its best whale watching numbers in decades, with bookings up 18.7%, an unprecedented number of weather-related cancellations have cut bookings in New South Wales by a fifth (-20.6%)
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Gold-standard demand: There’s been a 163% increase in bookings for white water rafting experiences in July and August as Australia’s own Jess Fox enjoyed double gold success
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Regional tourism wins: There’s cause for celebration in outer-city locations, as Young (+30.7%), Coffs Harbour (+52.4%) and Orange, (+116.7%) contribute towards regional NSW’s ‘most popular domestic travel destination’ win, whilst Aussies flock to Queensland’s northern outback (+314.7%) and Western Australia’s Kimberley region (+6.8%).
Commenting on the report, David Anderson, CEO & co-founder at Big Red Group, said:
“With the nation hit by unpredictable weather and ongoing economic uncertainty – including the collapse of not one, but potentially two regional airlines – it’s promising to see a resilient spirit in Australia’s tourism and experiences industry.
“With inbound tourism on the rebound and Australians continuing to invest in travel and experiences – it’s clear that domestic and international visitors are still eager as ever to try out new experiences and make the most of all the great activities Australia has to offer – whether that’s unique wildlife encounters with Tasmanian Devils, winding down with wellness experiences in Victoria or getting onto and into the water in Far North Queensland.
“With over 500,000 experiences booked so far this season, we can see that visitors to our shores are committed to creating memorable moments, showing a strong preference for ‘stories over stuff’. This trend promises to continue as the industry navigates its path to recovery, and we look forward to seeing what the next few months and peak summer season will bring.”
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