Australians took an estimated 12.05 million outbound trips during the year ending April 2025—a 12.1% increase year-on-year—with holidays accounting for about 60% of travel. Their preferences lean toward digital-first planning, flexible booking windows, and mixing value-driven itineraries with occasional upscale experiences. (ATIA via ausleisure.com.au)
According to Send My Bag, a UK luggage shipping service, Australian trips to the U.S. have declined by 25% over the last decade, with interest now shifting toward Europe and Asia, particularly the UK, Ireland, and Norway. (news.com.au)
In This Market Guide
Key Takeaways
Aussies took around 12.05 million outbound trips (year ending April 2025), driven by strong Asia demand. (ATIA via ausleisure.com.au)
A 21% rise in leisure travel year-on-year; planning flexibility is high. (CATO report)
Indonesia, New Zealand, and Japan are surging in popularity; U.S. destinations slipping. (news.com.au, ATIA via ausleisure.com.au)
Overview
Forecasts from IBISWorld estimate Australia saw approximately 11.55 million outbound departures in 2024–25, continuing growth from pandemic lows. Travel growth over the last five years has been driven by visa facilitation, Asian airline partnerships, and rising wealth. (IBISWorld)
Booking Behaviour
Australians book online via OTAs (e.g., Booking.com, Qantas), airline/hotel direct sites, and increasingly use travel advisors for group and multi-stop travel. CATO reports that 62% plan within six months, while 32% plan 6–12 months in advance. (CATO report)
Travel Motivations
Leisure remains the dominant motive—over 60% of trips. VFR and business travel follow. Australians embrace solo travel (especially Gen Z and Boomers) and multigenerational trips. Solo travel rose sharply and “slow travel” has become popular, driven by lifestyle preferences. (news.com.au)
Destination Preferences — Top 10
- Indonesia – 1.74 million trips
- New Zealand – 1.41 million
- Japan – 0.91 million
- USA – 0.75 million
- China – 0.65 million
- Thailand – 0.64 million
- United Kingdom – 0.64 million
- India – 0.59 million
- Vietnam – 0.49 million
- Fiji – 0.41 million Australian Bureau of Statistics
Notes: ABS confirms Indonesia as #1 with 1,741,370 trips; Japan overtook the USA for #3 with 910,640 vs 746,220(USA). Total short-term resident returns were 12,261,080.
Destination Preferences
According to ATIA data:
- Indonesia (Bali) remains the top destination with ~1.67 million Australian visitors in 2024.
- Japan surged to ~920,000 visits (+73% YoY) and overtook the U.S. in popularity. (news.com.au)
- U.S. travel still recorded ~734,660 visits, down from previous years. (The Australian)
Seasonal Patterns
Australians increasingly travel during shoulder seasons to Europe—April–May and September–October—due to fewer crowds and better value; this trend is growing. (The Australian)
Transport & Accommodation
Air travel dominates outbound movement; land/sea cross-border travel is minimal due to geography. Short-term rentals and experiential stays are growing. Providers report rising demand for remote-work-friendly accommodations and sustainability-conscious options. (flywire.com)
Spending Patterns
Exact spend data is limited, but high outbound volumes and strong Asia/Europe travel suggest rising per-trip spend, especially among family and discretionary leisure groups.
Emerging Trends
- Asia surge: Japan (+73%), Vietnam +28.5%, Indonesia +26% YoY. (ATIA via ausleisure.com.au, news.com.au)
- Solo & “slow travel”: High among both young and older travellers; “grey gap year” trend among over-50s. (news.com.au)
- Shift from U.S. to Europe/Asia: U.S. losing relative share, Europe and Asia gaining traction. (Send My Bag, news.com.au)
Global Traveller Groups at a Glance
- Australian travellers – Digital-first, value-conscious, short-haul Asia and Pacific-focused, with growing interest in long-haul.
- Continental Europeans – Structured planners, early bookers, strong summer travel habits.
- North Americans – Long-haul oriented, higher per-trip spend, loyalty-driven.
- Asian markets – Family/group-focused, rapid growth, tech-savvy, luxury-trending.
- Middle Eastern travellers – Premium and luxury spend, family-centered travel.
- Latin Americans – Longer, less frequent trips; cultural and diaspora factors.
- African travellers – Emerging market, affordability and regional/diaspora travel.
Comparison Notes
Australians are increasingly exploring Asia and Europe over North America, planning flexibly and embracing solo and multigenerational travel. Their behavior contrasts with structured Europeans, long-haul-focused Americans, and luxury-biased Middle Eastern travellers.
Conclusion
Australia’s outbound market is robust, digitally mature, and shifting toward Asia and culture-rich destinations like Japan. Advertisers should prioritize flexible itineraries, Asia-Pacific circuits, remote-friendly accommodations, and digital engagement across curated platforms.
Sources & References
- ATIA / ausleisure: 12.05M outbound trips (year ending April 2025) and Asia surge. (ausleisure.com.au)
- CATO: 21% leisure rise, planning patterns (62% <6mo). (CATO report)
- IBISWorld: Forecast of 11.55M departures in 2024–25. (IBISWorld)
- Send My Bag: U.S. travel decline; shift toward Europe/Asia. (news.com.au)
- News.com.au: Japan +73%, solo travel growth. (news.com.au, news.com.au)
- The Australian: Shoulder-season travel trend. (The Australian)
- Flywire: Remote-work accommodation demand. (flywire.com)