Australians continue to travel in strong numbers, but where we go and why we go there has shifted markedly over the past decade.
Dean Long, chief executive of the Australian Travel Industry Association, says the forces shaping demand have evolved.
“The demand for some destinations has been consistent for as long as we’ve had air travel and they’re always in the top 10,” says Long. “Positions five to 10 rotate and are driven by different demand factors.”
New Zealand, the United States and the United Kingdom remain reliable performers. But the strongest growth momentum is centred on Asia and, increasingly, North Africa and (prior to the current conflict) the Middle East.
“There’s been a shift toward markets that can be reached via direct flights over the last 10 years,” says Long, noting Australians’ preference for direct connections.
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The expansion of low-cost routes and increased airline capacity have helped drive travel to destinations such as Bali, Thailand and Vietnam. Flight times are generally less than 10 hours meaning travellers can take shorter, more frequent international breaks.
“The airfare is typically the biggest individual expenditure item,” Long says. “Families choose destinations that fit within a travel budget.”
Brett Mitchell, Intrepid Travel’s ANZ managing director, says Asia continues to dominate bookings.
“In 2016 Vietnam was our second-most popular destination and since that time has moved into the top spot, where it’s stayed year after year,” Mitchell says. Japan recorded 8 per cent growth last year, while Malaysia has entered 2026 bookings with growth of 97 per cent.
Intrepid’s data also reveals a significant shift beyond Asia.
“The biggest change over the past decade has been the surge in North African and Middle East travel,” Mitchell says.
Morocco has climbed from seventh place in 2016 to consistently coming second. Egypt, which was not in the top 10 a decade ago, grew 101 per cent last year and is tracking at 81 per cent year-on-year growth for 2026 bookings. Jordan has also entered the top 10 with similar growth.
Like South-East Asia, these regions offer relative value and cultural experiences.
Despite cost of living pressures, statistics show travel demand has remained resilient. “Travel doesn’t behave like a typical discretionary spend,” says Long. “People will sacrifice a renovation to take that week away.”
Demographics are reshaping the travel map and as Australia becomes more culturally diverse, travel to Asia to visit friends and relatives grows.
Besides destination choice, another structural change is how Australians holiday. “Instead of one big overseas trip every few years, people now take two or three shorter breaks each year,” says Long. Short-haul Asian destinations benefit from this pattern, becoming week-long decompression escapes. Domestic travel, meanwhile, is part of a separate decision-making category.
“Domestic and international travel aren’t necessarily competing,” says Long. “They represent different purchasing processes.”
Australia remains a popular destination, sitting fourth in Intrepid’s 2026 bookings, which suggests travellers are keen to explore their own backyard alongside international trips.
At the aspirational end of the market, travel to Antarctica has grown. According to Intrepid, bookings are up 88 per cent year-on-year and passenger numbers are up 106 per cent, which reflects an appetite for once-in-a-lifetime experiences.
Not every destination is surging. The US Travel Association’s latest forecast, which draws on modelling by analysis company Tourism Economics, projects international inbound travel to the United States declined in 2025, the first fall since 2020.
Intrepid’s Brett Mitchell says there has been a slight softening in demand for travel to the US although the company remains optimistic about a rebound this year. Major events such as the FIFA World Cup are expected to lift visitation alongside peak northern “national park” season.
“Travel is a powerful way to support local communities,” he says. “We’d encourage Aussies not to turn away from American destinations.”
If there is a common thread in the shifting geography of Australian travel, it is a desire for easier access and better value. Direct flights matter. Visa reforms matter. Currency strength matters.
Above all, Australians continue to prioritise travel, even as the map evolves.
Julietta Jameson is a freelance travel writer who would rather be in Rome, but her hometown Melbourne is a happy compromise.Connect via email.
