Boomtown is the place where Australian travel brands are set to thrive in 2026, as new data reveals the power of regional media to inspire holidaymakers.
Boomtown, the media collective representing the nearly 10 million people living in regional Australia, has released a new domestic and regional travel insights study, ‘Where travel brands go to grow’, showcasing the strength of Australia’s regional travel market for brands looking to influence those planning holidays.
The new research from Australian Regional Insights, commissioned by Boomtown, revealed that Boomtown is the place where travel brands grow, with regional travellers outspending and outstaying their metro counterparts.
According to the insights, regional travellers spend more overall, shelling out an average of $5,770 each holiday—$286 more than the average metro traveller. They also prefer to shop local, with 72 per cent planning on spending money with local businesses, far exceeding metro spending intentions of just 56 per cent.
Boomtown holidaymakers also stay longer, spending around 10 nights away, compared to nine days for metro residents.
The study points to 2026 being the “year of two trips” for regional Australians, as they plan at least two holidays to escape, relax and spend time with family. Around eight in 10 (81 per cent) Boomtown residents are planning a domestic trip, while regional travellers are also more likely to take road trips (47 per cent) or caravan/camping adventures (22 per cent).
Australian regional insights research and insights director, Laura Allen, said the data demonstrated that Boomtown residents have a thirst for travel, particularly in their own backyard.
“It’s clear that regional Australians are seeking out opportunities to travel for relaxation, to spend quality time with their family and to experience something new,” she said.
“The data shows that domestic travel is top-of-mind for regional Australians in 2026, and with 145 different national destinations making the list of places to explore, it is driving dispersion and demand beyond the usual hot spots.
“Our research shows that regional Australians are also happy to spend more overall on their holidays, but they’re looking for value, actively seeking out packages, deals and clear itineraries.”
Boomtown marketing lead, Francesca Ryan added, “The research clearly shows that Boomtown is the place where travel brands go to grow. As Australians plan more trips to a wider variety of locations in 2026, it means more moments for brands to influence, supporting sustained investment in the regional market.
“This new research shows that regional media offers a prime opportunity for inspiration and planning for Boomtown travellers, as they look for holidays that allow them to escape, connect and unwind in the year ahead. The data also shows one in three regional travellers aren’t in a loyalty program and just 17 per cent use AI to plan travel, creating white space for brands to win early.
“This new research makes it clear that travel brands and marketers need to invest in Boomtown campaigns for 2026; regional media is a valuable medium for advertisers looking to engage with Boomtown residents planning trips this year – it’s a vital market and one that shouldn’t be ignored.”
Boomtown has also launched a competition to support the release of the new insights. Consumers can download the insights on the Boomtown website for a chance to win a weekend stay in Boomtown.
