Boomtown is set for a bumper holiday season, with new data revealing that more than 3.26 million Australians plan to spend their summer in regional Australia.
The Boomtown and SCA iQ Summer Travel Study, conducted in August and September among 1,600 Australians aged 18-64, found that 47 per cent of metropolitan travellers and 74 per cent of regional residents intend to holiday in Boomtown this summer. That represents 2.16 million metro holidaymakers and 1.1 million regional travellers, up from 65 per cent last year.
Most travellers will head to the regional east coast, with 78 per cent planning trips to Queensland or New South Wales, followed by 22 per cent to Victoria and 11 per cent to Western Australia. Nearly a third of Australians (28 per cent) are still undecided, offering advertisers a key window to influence travel decisions.
Regional travel driving local economies
While on holiday, 87 per cent of travellers said they will dine out or buy takeaway from local businesses, 62 per cent plan to shop locally, 36 per cent will visit shopping centres, and 42 per cent intend to explore local experiences.
Jasmine Beech, SCA iQ Head of Strategic Insights and Effectiveness, said the findings highlight the appeal of regional destinations and the opportunity for brands to connect with engaged audiences.
“Australians are choosing to holiday in their own backyard and they’re looking for destinations that offer an idyllic Aussie summer experience and Boomtown is front and centre,” Beech said.
Advertisers urged to tap regional growth
Andrew “Billy” Baxter, Boomtown Chairman, said regional Australia’s summer season presents a significant commercial opportunity.
“The 2025/2026 summer in regional Australia is set to be one for the record books, with unprecedented reach and significant business momentum; it’s a ready-made opportunity for advertisers to take advantage of much larger regional audiences and invest in regional campaigns.” Baxter said.
Despite regional Australia being home to nearly 10 million people, 36 per cent of the national population, only 17 per cent of national media budgets are spent in the market. Boomtown forecasts that the regional population will reach 11 million by 2032, representing 40 per cent of all Australians.
“When people are holidaying in regional areas, they’re also supporting local business, dining out, shopping and seeking new experiences – these are prime moments for brands to engage and convert,” Baxter added.