The tourism industry is bouncing back after years of challenges, with new data from Big Red Group showing an impressive 84% increase in bookings compared to the start of the COVID-19 pandemic. This year is already shaping up to be strong, with bookings up 64% compared to the same period in 2024.
International travelers, particularly from China, Korea, and Taiwan, are driving demand for iconic Australian experiences.
Popular activities include
Scenic & Dining Cruises (+5,494%),Whale & Dolphin Watching (+88%),Reef & Island Cruises (+148%).
The report analyzed over 650,000 bookings made between September 1 and February 28. It shows a positive trend for Australia’s tourism industry, with increased travel spending, consumer intent, and job growth. This has created a sense of cautious optimism among industry operators.
David Anderson, CEO and co-founder of Big Red Group, said, “Australia’s tourism industry is regaining its momentum. Inbound travel is surging, and domestic travelers are exploring new ways to experience their own country. We expect this trend to continue as we move past years of uncertainty.”
He added, “Australians are prioritizing quality over quantity, seeking immersive and thrilling experiences. Short-stay getaways and spa treatments are growing in popularity. Travelers are also planning trips around major events like the NRL Grand Final and Bathurst 1000. This trend will likely grow as Australia hosts more global events, such as the NBA later this year and the NFL in 2026.”
Key Trends
Sunshine State of Mind
While Sydney remains the top destination, Queensland cities like Cairns, Surfers Paradise, and Coomera are also popular.
International Travel Boom
Demand from China, Taiwan, and Korea has soared, with international visitors flocking to cruises, whale watching, and island tours.
Short Stays Over Long Vacations
Australians are opting for mini-breaks, with Sightseeing Tour Getaways (+675%), Country Getaways (+53%), and Beach Getaways (+55%) seeing significant growth.
Culture Calls
Art galleries, museums, and art classes are increasingly popular, with bookings up 30.1% and 101.4%, respectively.
Wild Weather Impact
Extreme weather in Queensland has affected tourism, but areas like Ipswich Hinterland and Rocklea – Acacia Ridge saw growth of 13% and 28.3%.
Quality Over Quantity
While booking volumes dipped slightly, Australians are spending more per booking, focusing on high-quality experiences.
Sports Driving Tourism
Major events like the NRL Grand Final and Bathurst 1000 are boosting travel. V8-related purchases grew by 32%, and bookings around the Melbourne Grand Prix surged by 67%.
Self-Care Surge
Spa bookings are up 125.3%, reflecting a growing focus on health and relaxation. The wellness tourism market is expected to reach $624 million AUD by 2025
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