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Melb. almost twice as popular as Sydney: Roy Morgan

VIC capital rules the roost at home

In findings that tip the scales heavily in Melbourne’s favour in the great debate over the better tourist spot, the Victorian capital has been revealed as Australia’s leading holiday destination. 




According to new research from Roy Morgan, over 1.5 million (1,537,000) Aussies intend to stay for at least one night in Melbourne on their next trip, compared to 883,000 in Sydney. 


Well back, at just over a third of Melbourne’s figure, Brisbane can expect to welcome around 575,000 domestic travellers on their next trip. 


Victoria also got the better of NSW outside of the big towns, with the Great Ocean Road region (from Torquay to Port Fairy) just edging NSW’s North Coast (between Port Stephens and Coffs Harbour) with 522,000 visitors. 


When combined with the nearby Hunter region (Newcastle, Hunter Valley) however, the NSW figure balloons to nearly 1 million (958,000).      


It could be partially down to the value of the Aussie dollar, but more than a whopping 12 million Australians (59%) are planning a domestic holiday for their next trip. 


“The Roy Morgan product allows travel agents as well as holiday destination businesses such as hotels and resorts to understand where their customers are based and which markets to target precious marketing dollars at to drive the greatest return on investment,” Roy Morgan CEO Michele Levine said.


Where do you intend to spend your next domestic holiday?


Top 15 domestic destinations ‘000s of Australians intend to stay at least one night on next trip:

Written by: Mark Harada
Published: 7 December 2018

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