Boomtown has released a new travelguide for brands.
New travel research shows that regional Australians are expected to spend more, stay longer, and take more domestic holidays than metro travellers in 2026, as the media collective makes a fresh pitch to travel advertisers targeting regional audiences.
The new study, titled Where travel brands go to grow, was commissioned through Australian Regional Insights and focuses on domestic and regional travel behaviour across Australia.
According to the findings, regional travellers spend an average of $5,770 per holiday, which is $286 more than metro travellers, and stay away for around 10 nights, compared with nine nights for city-based holidaymakers.
Longer stays and bigger spending
The data suggests regional Australians are not only travelling more, but also directing more of that spending into local economies.
Image: Boomtown
According to the research, 72% of regional travellers plan to spend money with local businesses while travelling, compared with 56% of metro travellers.
Domestic travel remains the dominant preference, with 81% of regional Australians planning at least one domestic trip in 2026.
Road trips remain a strong feature of regional travel habits, with 47% planning to travel by road and 22% opting for caravan or camping holidays.
Laura Allen, research and insights director at Australian Regional Insights, said the findings show regional Australians remain highly motivated by local travel opportunities.
“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.”
The year of two trips
Boomtown says the research points to 2026 becoming the “year of two trips” for regional Australians, with many planning multiple holidays during the year.
Image: Boomtown
The findings also highlight planning behaviours that may shape media buying strategies for travel brands, with one in three regional travellers not enrolled in loyalty programs and only 17% using AI tools to plan holidays.
Boomtown marketing lead Francesca Ryan said this creates an opening for brands to influence decisions earlier through regional media.
“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% 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.”
A broader pitch to advertisers
The research was conducted online and through fieldwork between 15 September and 2 October 2025, with responses weighted to represent both regional Australia and the five capital cities.
Boomtown has also launched a promotional campaign linked to the report, offering readers a weekend regional stay for downloading the full findings.
Top Image: Boomtown