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Why Aussies have become ‘second city’ tourists

Study shows how we’re looking to lessen our carbon footprint but still travel

Australians have long been adventurous travellers, but our desire to get off-the-beaten-path has arguably never been greater. Key to this is an effort to reduce over-tourism in travel hotspots.



According to a new study into 2020 travel trends by, more than half (55%) of Aussie holidaymakers want to help reduce over-tourism, with just under half (48%) willing to swap their original destination for a lesser known alternative in order to lessen their eco-footprint. 


Surveying over 22,000 travellers across nearly 30 countries, the study also found that three in five (58%) Australian travellers would welcome a digital service that recommends destinations which would benefit from more tourism. 


Another way in which Australian travellers are looking to reduce their environmental impact is by slowing down their travel, with almost half (45%) planning to take slower forms of transport and most (69%) preferring to take a longer route to experience more of the journey itself. 


Despite this, holidaymakers are still looking to be as time-efficient as possible on vacation. 


To do this, the study predicts a rise next year in “all-amusive” travel, which refers to “destinations that offer an array of enriching experiences and attractions”. 


Over half (55%) of the Aussie travellers surveyed said they wanted to “go on one long trip to a place that has all of their favourite activities and sights close together”, while most (64%) would choose a destination that offers their favourite experiences near each other to save travel time.


“As we enter a new decade, we’ll see the travel industry respond to a more sustainable, inquisitive and technologically-advanced traveller through the development of products, services and functions that make it easier for everyone to experience the world,” area manager Australia Luke Wilson said. 


Do you often choose secondary cities over major metropolises when travelling?

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Written by: Mark Harada
Published: 23 October 2019

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