Original article by Roy Morgan
Market Research Update – Page: Online : 2-Aug-23
The latest research from Roy Morgan shows that 14.6 million Australians aged 14+ (68.0%) would like to spend at least one night in the next two years at a domestic holiday destination. Melbourne has regained top spot as the preferred holiday destination, with 2,797,000 Australians aged 14+ expressing a preference to stay at least one night in the Victorian capital on a trip in the next two years. The city was clearly the preferred holiday destination for Australians in the pre-pandemic period, and with the removal of the final mandatory isolation policies early in the December 2022 quarter, the city has moved back into top spot. Almost 2.3 million of those mentioning a trip to Melbourne are coming from interstate locations – a higher number of interstate visitors than any other destination – while a further 500,000 Victorians also said they would like to spend at least a night in their capital city in the next two years. The Gold Coast has retained second place, with 2,728,000 Australians mentioning travelling to the city in the next two years. Right behind in third is Sydney with 2,727,000 Australians now expressing a preference to travel to the harbour city in the next two years.
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