Original article by Roy Morgan Research
Market Research Update – Page: Online : 10-Nov-16

A Roy Morgan Single Source survey, which was carried out in the year to September 2016, has found that 10.7 million Australians aged 14+ reported that their last holiday was domestic. Almost half overall (49.4%) visited friends and/or relatives during their trip, although this rose to 52.6% of people whose last holiday was in New South Wales, and fell to 42.9% of those who visited Tasmania. Wining and dining was the second-most popular domestic-holiday activity (23.4%), although this rose to 39.1% for holiday-goers who visited Tasmania and fell to 20.2 per cent of those who visited NSW. Meanwhile, some 23.2% of domestic holiday-goers went shopping, and Victoria is above average for this particular activity, with 27.1%. Tasmania is the top spot for culture: 31.6% of people who took their last holiday there went to a museum (compared with 11.2% of all domestic holiday-goers), and 22.7% went to an art gallery (compared with 7.8% overall).

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ROY MORGAN RESEARCH LIMITED, MUSEUM OF OLD AND NEW ART