Small-group adventure specialist Explore Worldwide has celebrated a record-breaking Black Friday promotion, with bookings soaring 46% year-on-year, reinforcing the brand’s continued growth and strengthening presence in the Australian and New Zealand market as it enters its third year in the region.
The promotion attracted a significant influx of new travellers, representing 68% of all bookings, highlighting growing brand awareness and a clear preference among travellers for Explore’s distinctive approach to authentic, immersive small-group travel. The strong Black Friday performance also propelled Explore beyond 50% of its full-year 2026 sales target, underscoring increasing confidence in the brand among its core and emerging audience.
September 2026 emerged as the largest travel month, reflecting sustained appetite for international and shoulder-season travel, as well as the ongoing appeal of thoughtfully curated experiences that balance cultural depth, activity, and meaningful local connection.
Top-Selling Tours
The most popular trips booked over the Black Friday sale were:
- Classical Sicily – A journey through Mediterranean culture, history, and culinary delights.
- Classic Egypt – Exploring ancient wonders, iconic landmarks, and timeless history.
- Jordan Discovery – Immersive adventures in Petra, Wadi Rum, and along the Dead Sea.
- Hiking in the Dolomites – Active alpine exploration amid breathtaking mountain landscapes.
- Mongolia Explorer – Remote wilderness and nomadic culture for the intrepid traveller.
Top Countries booked in the sale included Italy, Japan, Jordan, Saudi Arabia and Egypt.
Asia saw a particularly strong growth, with bookings up 104% year-on-year, signalling renewed interest in destinations across the continent.
“This Black Friday has shown us not only that travellers are seeking great value, but also that they’re eager for meaningful, immersive experiences. The diversity of top-selling trips highlights the enduring appeal of cultural discovery, adventure, and off-the-beaten-track experiences.” – Ben Ittensohn, Regional Director, Explore Worldwide AUNZ.
The performance underscores the importance of travel agents in connecting clients with transformative journeys. Agents are encouraged to leverage these insights to guide travellers towards destinations and experiences that are trending in 2026.
