Did you know Australians are spending more on travel than before the pandemic? Australian travel and tourism trends show Aussies are splashing out on tours and interstate trips, which means now has never been a better time to market your business through strategic social media marketing.
For example, at the beginning of April 2023, Western Australia announced its recording-breaking tourism spend for 2022 – a whopping $14 billion was spent by travellers last year in the state, and around half of this ($6.8 billion) was spent in regional WA.
From capital cities to rural areas, Australian travel and tourism trends show Australians are spending more on accommodation and eating out.
But why? And how can you make the most of this trend? Read on to find out.
How did Australians travel domestically in 2022?
The National Visitor Survey results for the year ending December 2022 provide some interesting stats on how Australian residents are travelling within the country, compared to how they travelled pre-pandemic.
The number of trips taken and the number of nights spent on the trip decreased slightly between pre and post-pandemic, but overnight spend (the amount spent on a trip) increased by 25%, or $20.6 billion, compared to 2019.
Source: National Visitor Survey Results December Quarter 2022 by Australian Trade and Investment Commission Tourism Research Australia
What are Australian travellers spending money on?
The National Visitor Survey lists the largest spend categories as accommodation (up 49%), food & drink (up 27%), and airfares (up 34%).
The types of travel Australians were spending their hard-earned money on were holidays (up 47%), visiting friends and family (up 31%) and business trips (up 19%).
So, Australians are spending more on accommodation, food and drinks. That is music to our ears!
What about international travellers arriving in Australia?
While international travellers are certainly heading down under, the figures are not close to pre-pandemic levels yet.
Tourism Research Australia highlights in their Tourism Forecasts for Australia 2022-2027 findings that they anticipate international tourism to return to pre-COVID levels by 2024.
The report says: “We expect the recovery of international tourism to take some time.”
“Overall, we forecast visitor arrivals to move higher than pre-pandemic levels in 2025 and total 11.0 million by 2027. International spend will return to pre-pandemic levels earlier, in 2024.”
While domestic travellers are the big spenders at the moment, keep an eye out for the predicted increase in international travellers next year.
Why are Australians spending more?
An article published by the Reserve Bank of Australia in December 2022 says the increase in spending is likely due to Australians treating domestic holidays like overseas holidays.
“Spending patterns have become more like those on overseas holidays, with domestic tourists spending more on tours and experiences to explore Australia. This higher spending also reflects an increase in domestic travel prices”, the article read.
Roy Morgan says in an article that Aussies are feeling more confident booking holidays because there is no risk of snap lockdowns and last-minute cancellations.
The Tourism Forecasts for Australia 2022 to 2027 report also highlights how some Australians have a pool of savings and annual leave stockpiled and ready to use on holidays.
And of course, there’s a desire to see loved ones and a renewed interest in travelling after it wasn’t a possibility for a few years.
How can tourism businesses take advantage of this increase in spending?
So, we know Australians are spending more on holidays. It’s the perfect time to up the ante on your digital marketing and take advantage of this willingness to spend more.
But does your current social media strategy reflect this?
Knowing your audience is key. Are you currently targeting this audience that has more of a discretionary income? What offerings and packages can you put in place that will encourage them to choose your business?
For accommodation providers, perhaps this means staycation deals and packages. And for food providers, a focus on locally sourced produce.
As well as knowing your audience, it’s also important to know about social media trends you can jump on. Currently, video content is king – think Reels, TikToks and YouTube shorts. Videos will receive far more engagement than just static photos.
Social media marketing can help you highlight your business offerings and direct this to the right audience.
