The Changing Shape of the ‘Family Holiday’

Work and family commitments are being blamed for only a fifth of Queenslanders taking holidays once a year for less than one week.

Despite this figure, Tourism Research Australia reports the number of Australians taking more day and overnight trips was on the increase.

According to Moreton Island Adventures chief executive Roz Shaw there has been a big increase in time-poor Queenslanders coming for short weekend breaks over the last few years.

“There is no doubt that the traditional family holiday is changing shape, but what still remains is that 91 per cent of people recently surveyed still prefer the beach holiday whether it be for an overnighter, a long weekend, or if they are lucky the week,” Mr Shaw said.

“We have some of the world’s very best beaches at our door step and with this increase in weekend visitations, Moreton Island is certainly experiencing the positive effects of the short term holiday market.

Also supporting the local tourism push, Tourism Australia managing director Andrew McEvoy said the new ‘There’s nothing like Australia campaign’ aims to encourage Australians to take a fresh look at the best local holiday experiences.

Tell the Nation Why There's Nothing Like Australia and Win!

Tourism Australia is inviting the nation to tell their fellow Aussies why There's nothing like Australia for a chance to win an amazing holiday.

To enter, simply upload your favourite Australian place or experience to nothinglikeaustralia.com.au and in 25 words or less explain why there's nothing like Australia.

Entrants could win one of 16 Australian holidays to the most inspiring and creative holiday entry, as voted by a judging panel made up of representatives from Tourism Australia, Qantas and Luxury Lodges of Australia. In addition you can enter a 'dream team' and bring up to five people with you to share in the amazing holiday experience.

The promotion runs until October 31, 2011.

Tourism Australia Woos Aussies

The domestic market will be the main focus of the next phase of Tourism Australia’s There’s nothing like Australia campaign,

unveiled today, as the tourism body tries to convince Australians to holiday at home.

Tourism Minister Martin Ferguson, speaking at the launch in Sydney, said that these were “testing times” and cited the strong dollar, greater competition from overseas and natural disasters as industry challenges that were seeing people holiday elsewhere.

But he referred to this week's National Visitor Survey, which revealed an increase in domestic numbers, as a positive sign and stressed there was potential to improve further.

“Yes, the dollar is strong, but we must never forget that those with money to travel overseas, have the money to travel in Australia,” Ferguson said.

The campaign, kicking off this weekend, will invite Australians to upload their favourite homegrown experience on website www.nothinglikeaustralia.com.au and nominate a "dream team" of five people that they would like to share the experience with.

Participants will be eligible to win one of 16 holidays, worth a total $300,000.

“80% of Australians think they can sell Australia better than us, so we’ve embraced that,” Tourism Australia managing director Andrew McEvoy said at the launch. “It’s a rallying cry for Australians to tell each other why Australia is so good.”

The tourism body has invested $2.5 million in the digitally led campaign.

“In Australia alone, 46% of consumers visit travel sites on a monthly basis which is why we are embarking on such a big push online,” McEvoy said.

(Source: Travel Weekly, September, 2011)