The number of Australians 14+ years who say they would like to holiday in United States has grown strongly, with 2.5 million in June 2012 saying they would like to take a holiday there in the next two years, up from 1.8 million in June 2008.
Preference to holiday in New Zealand in the next two years is at 2.4 million in June 2012, up from 2.2 million in June 2008, but down from its peak in February 2011 of 2.8 million.
England has suffered a slight decline in holiday preference since the London Riots in early August 2011, but at 2.2 million for June 2012 is still higher than June 2008 (2.1 million).
Top 5 International Holiday Destinations Would Like to Visit in Next Two Years
Source: Roy Morgan Single Source (July2007 – June 2012, average annual sample n=19,361).
Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“The widespread media coverage of the Christchurch Earthquakes in late February and June 2011 has caused the ‘Shaky Isles’ of New Zealand to lose appeal as a holiday destination; both South and North Islands have suffered a decline in the number of Australians who would like to holiday there.
“By contrast United States has grown strongly in terms of the number of Australians who would like to holiday there; this is partly a result of the stronger Australian dollar and cheaper flights, but also a continuation of a long-term trend since early 2007 when Australians’ concerns about terrorism subsided.
“It is important for destination marketers to understand the demographic, attitudinal and behavioural profile of the people who would like to holiday at their destination - and to tailor their communication messages and channels so that they convert these people into actual visitors."
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