Australians intending to take a holiday in the next twelve months has increased slightly, compared with same period last year, while Melbourne defies a decline in domestic holiday plans, according to Roy Morgan Research.
The August 2012 quarterly results of the Roy Morgan Research Holiday Tracking Survey revealed overall holiday intention increased slightly from 68 percent last year to 69 percent in 2012.
While international travel intentions increased by one percent, domestic holiday intentions decreased from 55 percent to 54 percent year-over-year.
With a more optimistic outlook and the Australian dollar still at a high level, an increasing percentage of Australians are taking advantage and planning an overseas holiday, Roy Morgan Research international director of tourism, travel and leisure Jane Ianniello said.
New Zealand, UK, United States, Bali and Thailand are the most popular overseas destinations, with holiday intention to these destinations increasing.
Melbourne, Victoria continues to lure Australian tourists, despite the decrease in domestic travel plans.
It is growing in popularity in the short-break market as a place for shopping and dining, as well as cultural activities such as visiting museums, historical places, art galleries, concerts, and the theatre, Ms Ianniello said.
Melbourne is also known as the events capital of Australia, with many people attending sporting, cultural and other events.
There are signs that holiday intention is rebounding after consumer confidence increased in August when Australians showed more confidence than a year ago about the Australian economy and their personal financial situation.
Ms Ianniello said the challenge for the tourism industry was to recognise and target well-to-do and optimistic Australian travellers.
They are not the young under-30s, nor the struggling families or older pensioners; they are the more affluent socially aware and visible achievement segments who are also likely to be trusted advisers - those whose opinions are sought by others about travel destinations and experiences, Ms Ianniello said.
Source = e-Travel Blackboard: P.T