Just in case you’re not already feeling the heat (Tassie, we’re looking at you), summer is around the corner, and Aussies are already planning their next adventure. And Booking.com has shared its data on where they’re looking, both at home and abroad. But this isn’t just a list of destinations — it’s a roadmap for what travellers are craving, how trends are shifting, and where opportunities lie for travel agents.
From old favourites to surprising risers, here’s what you need to know about what Aussies are booking — and how you can use it to craft their perfect summer escapes.
What’s hot
The destinations Aussies are eyeing this year paint a clear picture of their priorities:
- Relaxation reigns supreme. Domestic favourites like Sydney and the Gold Coast are timeless because they offer an easy, stress-free break. But the rise of Tweed Heads shows a growing interest in laid-back alternatives that still pack a scenic punch.
- Asia’s back in full force. Bali is not surprisingly still dominating and cities like Tokyo, Singapore, and Bangkok aren’t far behind. Asia’s popularity among Australians likely stems from its proximity, affordability, and the mix of vibrant culture, world-class cuisine, and diverse travel experiences it offers.
- Big city energy meets tropical retreats. Whether it’s Melbourne for its culture or Seminyak for its sunsets, Aussies are seeking destinations that balance vibrancy with relaxation.
Home turf favourites
While Sydney remains the undisputed champ of domestic summer travel, agents can dig deeper into the data to cater to different tastes:
- The Gold Coast continues to attract families and beach lovers, but it’s also gaining traction among luxury travellers. Point high-end clients toward beachfront villas or boutique stays away from the main tourist hubs.
- Melbourne is ideal for clients who want more than just beaches. If your clients are into arts, culture, and dining, Melbourne’s endless festivals and rooftop bars sell themselves.
- Tweed Heads, the wild card of the year, is proof that Aussies are looking for relaxed alternatives to bigger destinations. Pitch it as the anti-Gold Coast for travellers who prefer peace to parties.
For agents booking domestic travel, the rise of lesser-known destinations means there’s room to introduce clients to hidden gems. Think Mooloolaba for snorkellers, Margaret River Town for wine lovers, or Caloundra for a family escape with a side of serenity.
The international scene: Old flames and fresh to the mix
Internationally, Aussies are leaning heavily toward familiar favourites like Bali, but the data also reveals exciting trends:
- Bali rules. From Seminyak’s chic beach clubs to Ubud’s yoga retreats, Bali offers something for every traveller. For agents, this is an opportunity to upsell curated experiences, from private villa stays to guided food tours.
- City escapes are on the rise. For those seeking a dynamic blend of tradition and modernity, Tokyo offers the tranquillity of serene tea houses alongside the neon-lit energy of Shibuya. Meanwhile, Singapore and Bangkok cater to travellers chasing a mix of cosmopolitan luxury and irresistible street food.
- The unexpected climbers. Destinations like Kyoto (+6 spots) and Uluwatu (+6 spots) are rising stars. For clients who think they’ve “done” Bali or Japan, these quieter options offer a fresh twist.
What this means for agents
This year’s trends offer insights to help you fine-tune your pitches and packages:
1. Personalisation is key. Use what you know about your clients to suggest destinations they may not have considered. If they love Sydney but want a change, point them toward Newcastle or Tweed Heads. If they adore Bali, suggest Uluwatu for a new perspective.
2. The comeback of Asia is an opportunity. From Bali’s affordability to Tokyo’s urban adventures, Asia’s variety makes it easy to tailor trips to different budgets and styles.
3. Sell the experience, not just the destination. The data shows that Aussies want unique experiences. This could mean a beachfront bungalow, or a private food tour.
4. Plan for families, couples, and groups. Whether it’s multi-generational families heading to Bali or friends booking a Melbourne city break, tailor your packages to cater to groups of all shapes and sizes.
The full cheat sheet: Where Aussies are heading
Here’s the complete list of domestic and international favourites to guide your next booking.
Top Domestic Destinations
1. Sydney
2. Gold Coast
3. Melbourne
4. Perth
5. Brisbane
6. Cairns
7. Adelaide
8. Canberra
9. Hobart
10. Byron Bay
11. Newcastle
12. Tweed Heads (+25)
13. Airlie Beach
14. Noosa Heads
15. Townsville
16. Port Macquarie
17. Caloundra (+3)
18. Mooloolaba
19. Busselton (+5)
20. Darwin
21. Coffs Harbour
22. Nelson Bay
23. Port Douglas (+1)
24. Fremantle
25. Margaret River Town (+4)
Top International Destinations
1. Seminyak
2. Tokyo
3. Ubud (+1)
4. Singapore
5. Bangkok (+2)
6. Dubai
7. Canggu
8. Legian (+1)
9. Ho Chi Minh City (+2)
10. Kuta
11. Kuala Lumpur (+4)
12. Patong Beach
13. London
14. Uluwatu (+6)
15. Hong Kong (+1)
16. Sanur
17. Osaka (+5)
18. Auckland (+1)
19. Kyoto (+6)
20. Nusa Dua
21. Seoul
22. Queenstown
23. Paris
24. New York
25. Phuket Town
