A new study, conducted by SCA iQ for Boomtown, has revealed that almost 3.3 million Australian holidaymakers are set to flock to regional Australia.
Boomtown, the media industry collective representing the 9.9 million people living in regional Australia, through this research spotlights, the mass flocking creates a high impact environment for brands to connect with audiences.
The Boomtown and SCA iQ Summer Travel study, conducted in August and September by SCA iQ, asked more than 1,600 Australians aged between 18-64 about their end-of-year travel plans.
Of metro Australians travelling this summer, nearly half (47 per cent) will be headed to Boomtown, representing 2.16 million people, while 74 per cent of regional Aussies—1.1 million people—will
holiday in Boomtown this summer, up from 65 per cent last year. More than three in four (78 per cent) of summer holidaymakers will travel to the regional Eastern seaboard of Australia, while 62 per cent will hit regional Queensland or NSW. This was followed by 22 per cent travelling to regional Victoria and 11 per cent heading to regional Western Australia.
Nearly a third of the nation (28 per cent) is still debating its summer travel plans, providing Boomtown tourism brands an opportunity to reach the undecided. While they are holidaying, these summer travellers will be supporting local businesses, with 87 per cent dining out or doing takeaway at local restaurants and cafes, 62 per cent shopping at local stores, 36 per cent hitting shopping centres, and 42 per cent visiting local experiences.
SCA iQ head of strategic insights and effectiveness, Jasmine Beech said, “The study demonstrates the popularity of regional Australia as a tourist destination, and the opportunity for brands to stand out this summer.
“Australians are choosing to holiday in their own backyard and they’re looking for destinations that offer an idyllic Aussie summer experience and Boomtown is front and centre.”
Boomtown chairman, Andrew ‘Billy’ Baxter added, “The 2025/2026 summer in regional Australia is set to be one for the record books, with unprecedented reach and significant business momentum; it’s a ready-made opportunity for advertisers to take advantage of much larger regional audiences and invest in regional campaigns.
“When people are holidaying in regional areas, they’re also supporting local business, dining out, shopping and seeking new experiences—these are prime moments for brands to engage and convert.”
Boomtown is now home to nearly 10 million Australians, making up 36 per cent of the country’s total population. Regional Australia is on track to be home to 11 million people by 2032, or 40 per cent of the overall population, with 40 per cent of people living in the city still considering a tree change, data from the Regional Australia Institute reveals.
Despite being one of the largest and fastest-growing markets in the country, just 17 per cent of national media budgets are spent in regional Australia.
