New Zealand is another popular overseas holiday destination showing long-term growth in preference, with 15% who would like to take a holiday there, up from 14% for the 12 months to September 2009, and 11% in the 12 months to September 2001.  United States has never fully recovered from the September 11 2001 terrorist attacks. The percentage who would like a holiday in the United States is 12%; despite a recent increase from 11% in September 2009, this is still lower than the 14% for the 12 months to September 2001.


Overseas holiday preference - Next Two Years


Source: Roy Morgan Single Source (October 2000 – September 2010; average yearly sample n=23,064).


Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:

“Over the past decade Asia has grown in appeal as a holiday destination people would like to visit.  With a growing percentage of Australians born in Asia there has been an increased exposure to and interest in Asian culture and food. The average Australian is becoming more open to new things and ideas and more willing to holiday at exotic destinations. In addition there has been increased air access to Asia with the addition of many new destinations.”

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