Regional Australia is expected to welcome a record 4.7 million city dwellers this summer, up 12% year-on-year, according to the latest SCA iQ Summer Study.
The study, released by Boomtown, also found that 2.1 million regional Australians, or 85% of regional travellers, plan to explore or staycation in regional areas this summer.
Boomtown chairman and SCA chief sales officer Brian Gallagher says the swell in regional travellers provides brands an opportunity to reach Australian holidaymakers at scale.
“Last year was a record summer for regional Australia, with the easing of COVID-19 restrictions encouraging people to jump in the car and travel,” says Boomtown chairman and SCA chief sales officer Brian Gallagher.
“This year is set to be even bigger - not only are the majority of city siders choosing to travel to regional Australia, but Boomtown residents are also opting to holiday in their own backyards.
“That means 6.8 million wallets ready to spend, so now is the time for brands to take advantage of the predicted summer holiday migration and invest in regional campaigns.”
Both metro and regional vacationers are set to spend big in regional Australia, intending dropping significant dollars on eating out, 88%, alcohol, 69%, accommodation, 66%, shopping 57%, entertainment, 21%, and car hire, 12%.
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