New research has revealed that Australian travellers are less willing to holiday at popular international destinations such as Rome, Tokyo and Phuket over the next two years, citing rising prices and over tourism as the main deterrents. Instead, new research has revealed two-thirds of Australians – particularly over-50s – will be seeking out quieter, emerging destinations that offer similar experiences to those well-known hotspots.
The findings were derived from a new survey of a nationally representative, independent panel of 1009 Australians, commissioned by award-winning travel insurance provider Insure&Go, to find out if overseas travel hotspots have peaked in their popularity.
Insure&Go found that 60 per cent of respondents are less inclined now, than five years ago, to travel to popular tourist destinations due to overcrowding and high prices. In fact, 58 per cent are putting less-travelled international destinations on their holiday list over the next two years. One in five (20%) are planning to avoid popular hotspots altogether in the next two years and focus exclusively on lesser-known destinations.
The shift is even more pronounced among older Australians, who appear to be the driving force behind this emerging trend. Two-thirds (66%) of over-50s will be actively seeking out under-the-radar spots to their holiday list – and 24 per cent say they will bypass popular hotspots entirely. In contrast, just 36 per cent of under-50s are exploring alternatives, and 18 per cent are steering clear of overcrowded hotspots.
Just 42 per cent of all respondents would only travel to iconic destinations such as Rome, Tokyo and Paris in the next two years – driven by under-50s (at 46 per cent, compared with 34 per cent of over-50s).
David Mayo, Insure&Go Commercial & Marketing Director at Insure&Go, says there is a shift in how Australians want to experience travel and how much they want to spend.
“Our research indicates many travellers are done with crowds and queues. There is a growing appetite for destinations that offer rich experiences but without the anxiety associated with congested sights and the fear of missing out in those scenarios. Australians are now looking to places where they can holiday at a slower place, immerse themselves in culture and stretch their budget further. Many of these travellers, particularly over-50s, are looking for meaningful experiences in places that most tourists still overlook.”
Insure&Go asked respondents which type of alternative destinations they would choose if those locations offered similar experiences to highly touristed destinations. Small towns with a rich cultural heritage came out on top, chosen by 51 per cent of respondents. These might include charming European villages such as Ronda in Spain, Matera in Italy or Kotor in Montenegro that allow travellers to experience architectural beauty and history without the traffic of peak-season tourism.
This type of destination is more popular with over-50s (at 58%, compared with 42% of under-30s). Remote nature destinations and beach destinations followed, at 43 and 42 per cent respectively. The latter are more popular with under-30s (at 45%, compared with 38% of over-50s).
David says: “Our research indicates that travel, for many, is no longer about ticking off iconic sights, but rediscovering the joy of discovery itself. As travellers explore these quieter places, we still recommend they are prepared for any unexpected incidences. One of the downsides of lesser-travelled destinations – especially remote locations – are unpredictable transport or limited access to services. Travellers should ensure their travel insurance policy covers cancellations, medical emergencies and unexpected changes.”
Insure&Go’s survey results below:
| Survey answers | Under-30s | 30-50s | Over-50s | Total |
| If you were to travel internationally over the next 2 years, which type of destination are you more likely to visit? | ||||
| Popular tourist destinations (e.g., Rome, Paris, Tokyo, Bali, Thailand) | 46% | 47% | 34% | 42% |
| Lesser-known destinations offering similar experiences | 18% | 18% | 24% | 20% |
| A mix of both | 36% | 35% | 42% | 38% |
| Comparing your preferences now, with your preferences over the last 5 years, are you less inclined to travel to popular tourist destinations overseas due to overcrowding and/or high prices? | ||||
| Yes | 61% | 59% | 61% | 60% |
| No | 39% | 42% | 39% | 40% |
| Thinking about lesser-known destinations that offer similar experiences to highly touristed destinations, what type of alternative destinations appeal to you the most? | ||||
| Smaller towns with rich cultural heritage | 42% | 49% | 58% | 51% |
| Remote nature destinations | 47% | 50% | 35% | 43% |
| Lesser-known beach destinations | 45% | 43% | 38% | 42% |
| Emerging cities with vibrant local scenes | 33% | 46% | 33% | 38% |
