Travel advertising spend in Australia surged 12 per cent year-on-year in 2025, as airlines, cruise lines, tourism bodies, tour operators and travel brands competed for Aussie travellers.
New Nielsen Ad Intel data shows travel advertising spend across Australia reached AUD$684.1 million in 2025, up from $610.7 million in 2024, as Australians continued to prioritise holidays despite cost-of-living pressures.
Nielsen CMV (Consumer & Media View) research found leisure was the main reason for Australians to travel with nature-based and experience-led trips continuing to hold strong appeal.
The UK (6.4%) and Japan (6.2%) were the overseas destinations Australians most wanted to visit, while domestically, New South Wales and Queensland tied as the top states for travel at 18.7 per cent each.
Travel brands splashed the cash to cash in on Aussies’ love of travel with airlines recording the strongest YOY growth of 36 per cent in travel advertising spend, led by Qantas, Virgin Australia International, Jetstar, Emirates and Malaysia Airlines.
Tourism authorities increased YOY investment by 15 per cent, highlighting increased competition among destinations for Aussie travellers.
Tourism & Events Queensland led the pack domestically for travel advertising spend, followed by South Australian Tourism Commission, Tourism Tasmania, Destination NSW and Tourism & Events NT.
Travel agencies and tour operators remained the largest segment by ad spend, investing $340.2 million in 2025. Flight Centre led the market for ad spend, followed by Booking.com, Scenic Tours, Ignite Travel and TripADeal.
Cruise ad spend was up nine per cent YOY, led by Viking, Silversea, Royal Caribbean International, Carnival Cruise Line and Norwegian Cruise Line.
For travel advisors, the data points to a highly competitive marketplace where visibility, timing and brand recall matter, particularly as consumers compare destinations, airlines, cruises and packaged travel options before booking.
While consumers are seeing more destination, airline, cruise and tour messaging, advisors can add value by helping clients sort through the noise, compare options and turn inspiration into bookings.
Nielsen Ad Intel Australia Commercial Lead Rose Lopreiato said the data confirms that despite the economic headwinds, Australians’ love affair with travel is stronger than ever.
“A 12 per cent lift in travel advertising investment, year-on-year, signals a category that’s accelerating, with online travel services continuing to dominate, airlines increasing their presence sharply, and tourism authorities stepping up as destinations compete even harder for travellers,” she said.
“With such intense competition between travel destinations and travel providers, it’s never been more crucial for advertisers to know where their competitors are spending and winning over the millions of Aussies wanting to travel.”
KARRYON UNPACKS: Rising travel advertising spend shows the market is moving fast, but trusted advisors can still win by converting consumer inspiration into clear choices, stronger confidence and better-booked holidays.
