A new report from Tourism Australia says the Australians who do not holiday locally as children are more likely to focus on overseas travel as adults.
The Through The Looking Glass: The Future Of Domestic Tourism In Australia report says that, by 2020, members of Generation-Z (defined in the report as those born from 1991 onwards) won’t have the memories of holidaying around Australia as children to encourage them to travel within the country as adults.
Given that Generation-Z will account for 23% of the traveling market by 2020, changes in holiday patterns raise questions about the long-term viability of the domestic tourism industry.
Tourism Australia’s research identified that domestic travel was not considered a particularly attractive holiday option by today’s adults and families.
Consumers surveyed suggested that there were insufficient attractions within Australia and a lack of independent information about travel and accommodation choices. Overseas travel was perceived as more appealing, of higher status and often cheaper that holidaying locally.