While overall travel plans have dipped, most Aussies are still making time for winter getaways, with domestic destinations remaining in the lead.
New research from the Tourism & Transport Forum (TTF) has found that family and friends on social media are the biggest influencers when it comes to Aussies’ holidays. Over a quarter (27%) of Australians say their travel plans have been inspired by what they’ve seen shared by connections online.
Online reviews are also playing a major role, influencing 23% of holiday decisions. In comparison, just 15% said their holiday plans were shaped by traditional social media influencers.
TTF CEO Margy Osmond said, “This winter, we’re seeing that family and friends are the true influencers of travel. Aussies are appreciating real holiday recaps that showcase the good, the bad, and the ugly; A side that isn’t always shown through curated snapshots of traditional influencer posts.”
“Online review platforms are also playing a major role in shaping travel decisions, with people relying on honest feedback to plan their getaways with confidence.”
The nationally representative survey of 1,515 Australians, conducted by Pureprofile between 20 and 23 June, also found that the number of Aussies travelling has scaled back this winter. 68% of the nation is planning to travel through the cooler months, compared to 71% in the autumn just gone, 75% this past summer, and 74% last winter.
Ms Osmond said, “Travel has long been a key priority for Australians, and that continues to hold true this winter. Two-thirds of the nation are still planning a trip, whether it’s exploring their own backyard or heading overseas.”
“However, these holidays we’ve seen a noticeable drop in Aussies’ choosing to spend their break travelling. This suggests that while the desire to explore is still strong, cost-of-living pressures and economic uncertainty may be influencing how and when Australians choose to take a break.”
Of those who are travelling, one in ten (11%) Australians are heading overseas, with warmer destinations taking top priority. Europe is back on top of the list with 20% of international travellers chasing the sun, followed by New Zealand (14%) and Bali/Indonesia (11%).
Domestic travel remains the most popular choice this winter, with 57% of Australians opting to holiday locally. Almost a quarter (24%) plan to head interstate, while 33% will holiday in their own state or territory.
The most popular state for domestic travellers is NSW (28%), followed by QLD (26%), VIC (21%) and WA (8%).
Ms Osmond said, “Even in a tougher economic climate, Australians aren’t giving up their holidays, they’re simply looking closer to home. Queensland remains a go-to escape for those chasing winter warmth, while others are leaning into the season with cool-climate getaways across New South Wales and Victoria, including trips to the snow.”
“Australians are chasing a winter wonderland this season, with our data showing that 22% are planning a snow trip and another 27% wishing they were. People are actively searching around for the best experiences and deals on platforms like Booking.com before making their final decision and locking in their plans, showing the appetite a snowy getaway.”
Booking.com has revealed its top ski-destinations Aussies are searching for on the platform this winter. Jindabyne is number one showing a 30% increase in search for the same period last year1. Thredbo came out as the second most searched ski-destination (35% increase), followed by Mount Buller (10% increase), Perisher and Fall’s Creek (both with a 20% increase). Booking.com’s search data also found that Aussies are not only looking for a ski adventure at home, but are looking across the ditch, with popular searched locations including Queenstown, Wanaka and Cardrona all trending. Winter searches for holiday homes in particular have seen an increase, with Booking.com reporting a 46% increase in searches for these stays on the year prior2.
TTF’s survey conducted a month later showed that research had firmed into intention with Mount Buller and Thredbo coming out in front.
Other findings within this winter travel study include:
- 68% of Australians are travelling this winter, between 15 June – 15 August. 33% plan to holiday within their own state or territory, 24% are looking interstate, while 11% plan to head overseas.
- 25-34s are the keenest travellers these holidays, with 78% planning to set off on holiday between 15 June – 15 August.
- Men are more likely to travel this winter, with 73% planning a holiday, compared to 64% of women.
- The most popular city destinations for Australian visitors are Sydney (11%), then Melbourne (10%), Brisbane and Perth (both 4%).
- Leading regional destinations for Australian visitors include QLD’s Gold Coast (10%), then Sunshine Coast (5%), as well as Cairns, Port Douglas, Great Barrier Reef or surrounds (3%), and NSW’s Snowy Mountains and WA’s Margaret River (both 2%).
- 40% of those planning a winter holiday intend to spend less than $2,000 on their entire trip. Meanwhile 39% look to spend between $2,000 – $5,000 (up 2% from previous survey).
- 25–34s are set to spend the most, with 10% budgeting between $10,000 to $20,000+.
Quotes to be attributed to Margy Osmond:
- “Australians still deeply value their holidays, but with rising costs a key concern, now is the ideal time for airlines and operators to step up with affordable deals that keep travel both accessible and top of mind.”
- “An overseas holiday is the most popular among 34-44 years, with 14% jet-setting internationally this winter and making the most of the longer winter school break.”
- “We’re seeing a clear divide between men and women in their winter travel plans, with nearly 10% more men planning a getaway. This disparity points to how different factors, globally or at home, are influencing who’s choosing to travel right now.”
- “With most Australians planning to spend under $5,000 on their upcoming travel, smart and flexible travel choices continue to be key. Whether that’s shorter trips, off-peak travel, or exploring closer to home.”
- “Australians are discovering or rediscovering the incredible diversity on offer right here at home, from sunny coastlines to snow-covered mountains. The data shows the warmer northern states are proving almost just as popular as the cooler southern destinations, highlighting that we really do have it all here in Australia.”
ENDS
1 Searches 1 May to 31 May 2025 with check-in dates 15 June to 15 August 2025. Increase measured against the same search and check-in dates for the year prior.
2 Searches 1 November 2024 to 12 May 2025 for check-ins 1 June 2025 to 30 June 2025. Increase measured against the same search and check-in dates for the year prior.