Urban List, Nature and The Lab release domestic travel report

Urban List has begun a new joint venture with research agencies Nature and The Lab, Urban Insights. The first report from the venture is on post-pandemic travel trends in Australia’s domestic travel market.

The report Wanderlust Or Wanderbust: Why It’s Time For A New Australian Dream is based on more than 1,600 responses to tourism marketing campaigns, AI analysis of travel social media posts and interviews with marketing experts. The research was collected throughout 2020 to 2021.

Wanderlust Or Wanderbust: Why It’s Time For A New Australian Dream’s report cover

According to the research 84% of Australians are excited to see the country, but only one in three plan to invest the same time and money they would in an overseas trip.

In 2019, average Australians generated A$26 billion by taking 11 day trips. They also spent an average of 19 nights away, which generated a further $18 billion. The report found that if those averages were to increase to 12 day trips and 20 nights away, an estimated further $6.6 billion would be created.

Susannah George, Urban List CEO, said: “There’s undoubtedly a perception gap — a need to overcome our decades-old cultural cringe and shift attitudes so our destinations and tourism operators are sought-after, rather than a second resort.”

George continued: “Right now, holidaying here is perceived as a compromise. We need to flip the switch and show Aussies what the rest of the world sees. Something fresh, exotic and untapped.”

James Jayesuria, partner and managing director of Nature Sydney, said: “It can be a complex and often expensive exercise to unearth future-focused insights rather than legacy findings, and yet that style of research is exactly what businesses and brands need — they’re faced with an economic and cultural landscape that is forever changed.”

Jayesuria added: “I am hopeful that these insights are able to steer the tourism sector to bridge the gap with Australian consumers, enabling us all to re appraise the local travel experience and view our culture as one that is every bit worthy of our time and spend.”


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