In March 2010, 21% of Australians said they would like to take a holiday in Melbourne in the next 2 years, up from 19% in March 2001. 19% nominated the Gold Coast, down from 22% in March 2001.

Sunshine Coast has also been losing popularity. In March 2010, 13% said they would like to take a holiday at the Sunshine Coast, down from 16% in March 2001.

Sydney has experienced the largest decline in popularity over the past 9 years but, in the most recent 12 months, has seen a recovery. Of Australians 12%  would like to holiday in Sydney in the next 2 years, which is lower than the 16% in March 2001, but up from the 10% experienced from early 2007 to late 2009.


Domestic holiday destinations at which would like to take a holiday in next 2 years




Jane Ianniello, International Director — Tourism, Travel and Leisure says:

“Australians increasingly want to holiday overseas and as a result most domestic destinations have lost appeal for Australians. Melbourne is the exception, having lifted its preference level over the past decade. Melbourne is renowned for it events; cultural attractions; shopping; café society; and fine dining. Sydney by contrast has lost popularity, especially after the negative media surrounding the Cronulla riots in December 2005. However the recent lift in preference indicates that Sydney’s latest marketing campaign has been successful.”

Click here to purchase detailed Roy Morgan Target Profiles about the people who have visited these destinations.

There are profiles available on the visitors to different regions. These profiles provides a broad understanding of Australians 14+ who have holidayed in a specific region in the last 12 months, in terms of demographics, attitudes, activities and media usage in Australia.


For more details contact:

info@roymorganonlinestore.com