Almost two-thirds of Australians (62%) are now opting for lesser-known destinations over traditional tourist hotspots as the latest travel trends see travellers increasingly seek off-the-beaten-track experiences away from crowded cities.
Europ Assistance’s 2025 Holiday Barometer survey tracks with the behavioural shift towards lesser-known destinations and meaningful experiences noted by several recent reports, highlighting an increased desire for cultural experiences (47%) and adventurous activities (28%).
And the travel industry is responding with more departures to lesser-known destinations (see Intrepid Travel’s Not Hot List), more active travel options, such as walking and cycling holidays, and guided small-group cultural and food exploration.
Europ Assistance ANZ CEO Anna Gladman said the survey of 23 countries revealed a growing demand for lesser-known destinations and meaningful experiences.
“The Holiday Barometer provides us with a deeper insight into our customer needs and expectations, and this year, we are seeing an increase in the interest of off-the-grid escapes and immersive cultural experiences,” she said.
The survey also reveals that over the past year, interest in travelling for extreme sports among Aussies is up four per cent compared to 2024 with 28 per cent of travellers now likely to travel specifically for adventurous activities.
Travel intent is also soaring with eight in 10 Aussies (81%) excited to travel in 2025 and 61 per cent intend to go on at least one trip between June and September this year.
They’re also increasingly using AI to plan travel with 12 per cent of Aussies tapping into this tech for holiday prep.
While financial constraints are the main barrier for Aussies travelling overseas, 50 per cent of Australians are dedicating more of their travel budget to holidays in 2025 at $5,731 per trip on average.
Interestingly, Aussies are divided regarding preferred destinations with 41 per cent keen to travel within Australia and 45 per cent interested in overseas travel. They’re also evenly split between beach holidays and city escapes at 48 per cent each.
“Each year, it’s always exciting to see the evolution of travel trends, offering the industry an opportunity to adapt and innovate to meet changing expectations,” Gladman added.
Read the full report here.
