From the Gold Coast to the Whitsundays, Queensland destinations dominate mums’ travel wish lists this Mother’s Day, as new research highlights a growing shift towards experience-based gifting.
The countdown to Mother’s Day is on, and new research from the Tourism & Transport Forum (TTF) shows that most Aussie mums (and mother figures) would prefer the gift of a weekend away, rather than a traditional present.
This research has found that nearly four in five (78%) Australian mums would be interested in receiving a staycation or holiday for their Mother’s Day present this year, with more than half of mums (52%) saying they’d love to receive a trip away with their partner and/or children.
One in five (20%) are craving a solo escape, while 5% of mums would prefer a trip away with friends.
TTF CEO Margy Osmond said, “A card or a bunch of flowers for mum is always appreciated, but what we’re seeing is a clear shift in how Australians are choosing to celebrate special occasions. Travel stands out because it gives families something far more meaningful; time together, shared experiences, and memories that last well beyond the trip itself.
“With almost 80% of mums saying they would like to receive a staycation or holiday for Mother’s Day this year, the message is very clear. Mums are looking for time to connect with loved ones, time to step away from routine, and time to properly rest and recharge.”
The research shows that gifting travel is already on the radar for many Australians with over half of the nation (51%) having either already gifted mum a trip or would like to in future.
Younger Australians are leading the trend with 35-44-year-olds (32%) and 25-34-year-olds (28%) the most likely to have done this before.
When it comes to mums’ dream destinations, Queensland dominates the list, with the Gold Coast ranking as the number one choice (15% of mothers surveyed), followed by the Sunshine Coast (10%).
Tropical escapes of choice including Cairns, Port Douglas and surrounds (8%), as well as the Whitsundays (8%) also proved popular, as mums look to swap cooler autumn weather for sunshine.
Closer-to-home city breaks remain appealing, with Sydney (6%) and Melbourne (5%) rounding out the top five.
Ms Osmond said, “Gifting travel is something many Australians are embracing, or actively considering, reflecting a broader shift towards experience-based gifting over traditional presents. From the Gold Coast through to the Whitsundays, we’re seeing a strong preference for easy, accessible getaways that deliver both relaxation and create lifelong memories. At its core, this is about mums wanting a pause from the everyday, whether it’s a short staycation or a longer escape.
“This research reinforces what many already understand instinctively, mums are often time-poor, and it’s experience-based gifts like travel that feel most valuable and memorable.”
Quotes attributable to:
Experience Gold Coast CEO, John Warn
“It’s fantastic to see this new research confirm what families living here already know, when it comes to a dream destination in Australia, the Gold Coast is the number one choice.
From our stunning beaches and hinterland to our family-friendly and affordable experiences, outstanding dining and wellness offerings, the Gold Coast is a place where mums can relax, reconnect and create lasting memories with their families.”
TFE Hotels, Senior Director of Operations ANZ Tish Nyar
“Mothers deserve moments that feel special. This Mother’s Day, we’re encouraging Australians to continue travelling into our great cities like Sydney and Melbourne, where hospitality teams work hand in hand to deliver meaningful experiences.
Even amid current fuel challenges, supporting domestic travel is important role in sustaining jobs and the visitor economy.”
ENDS