Australian holidaymakers have the regions firmly in their sights for their summer travel plans, with new research showing nearly 2.5 million travellers are set to hit regional Australia this summer.
The latest Boomtown and SCAiQ Summer study, commissioned by Boomtown – the media industry collective representing the nearly 10 million people living in regional Australia – has revealed that almost 2.5 million Australian holidaymakers are set to flock to regional Australia this summer.
Of metro Australians making travel plans, nearly 1.7 million will be headed to the regions, while more than 860,000 regional Australians are keen to travel in their own backyard, picking regional destination for their summer holiday.
Regional NSW/ACT is set to be the top regional Australia destination, attracting 17 per cent of travellers, followed by regional Queensland (14 per cent) and regional Victoria (10 per cent).
Despite continued cost-of-living pressures, travellers are still keen to support regional Australian businesses while holidaying – eight in 10 (83 per cent) plan on dining at local cafes and restaurants, while more than half (55 per cent) intend to shop at local stores. Nearly half (48 per cent) plan on booking local experiences, creating valuable opportunities for tourism operators to connect with travellers looking for authentic regional travel offerings.
With a third of Australians (31 per cent) still undecided about their Christmas/summer travel plans, there’s also still time for travel and tourism brands to influence travel decisions.
“The study shows that while economic pressures continue to influence household spending decisions, Australians aren’t putting travel on hold – they’re simply adapting their plans. They’re looking for affordable ways to escape while keeping up that annual summer holiday tradition, and Boomtown is firmly on their radar,” said SCAiQ head of strategic insights and effectiveness, Jasmine Beech.
“The latest data shows that regional Australia continues to be a top tourist destination for both metro and regional travellers, creating a prime environment for brands looking to reach Australians this summer.”
“This new research shows that millions of Australians are enroute to Boomtown this summer, creating opportunities for brands to connect with travellers before departure, along the road, and at their destination,” added Boomtown marketing lead, Francesca Ryan.
“Communicating value will be key for brands this summer. It’s clear from the data that Australian holidaymakers are keen to support local businesses during their holidays, and they’re willing to spend where it matters. Tapping into that desire to shop small and experience authentic holiday moments will help brands build stronger connections with consumers and turn holiday spending into meaningful experiences.”
Along with summer holiday plans, regional residents are also thinking about Christmas, readying to make their annual trip to the check-out for holiday shopping.
Boomtown and SCAiQ have revealed new Black Friday and Christmas shopping insights, demonstrating that regional shoppers are organised, savvy and prepared to spend in the lead-up to 25 December.
According to the research, more than half (52 per cent) of regional shoppers are prepared to loosen the purse strings at Christmas, compared to 48 per cent in metro areas. Last year, a third of regional shoppers (34 per cent) ultimately spent more than $1,000 on Christmas gifts, compared to just 23 per cent who initially planned to do so.
Christmas shopping continues to start earlier than ever, with Black Friday now established as the leading sales event influencing Christmas purchases. Over one in two (54 per cent) regional shoppers participated in last year’s Black Friday/Cyber Monday sales, giving brands a longer window to build awareness, drive consideration and capture seasonal shoppers.
“This new report shows us that brands and retailers need to engage Boomtown shoppers earlier, drive seamless shopping experiences and balance value with festive indulgence,” said Ryan.
“Black Friday has firmly cemented its position as the leading sales event influencing Christmas purchases for Boomtown shoppers, as customers continue to seek out value.”
The 2026 Boomtown and SCAiQ Summer study, conducted in August by SCAiQ, asked more than 1,700 Australians 18-64 years about their end-of-year travel plans.
