Credit: Boomtown
Brands are being urged to capitalise on a surge in summer travel to regional Australia, with new data showing almost 3.3 million holidaymakers will visit Boomtown over the coming months.
Research by SCA iQ for Boomtown found 47% of metro residents, about 2.16 million people, plan to head to regional destinations, while 74% of regional Australians (1.1 million) will holiday locally, up from 65% last year of those taking a summer holiday.
The study points to strong regional audience growth across the eastern seaboard, with 78% of travellers expected to visit Queensland, NSW and Victoria.
SCA iQ head of strategic insights and effectiveness, Jasmine Beech, said the results underline a clear opportunity for advertisers.
“The study demonstrates the popularity of regional Australia as a tourist destination, and the opportunity for brands to stand out this summer,” Beech said.
“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.”
Boomtown chair Andrew ‘Billy’ Baxter said brands investing in regional campaigns stand to benefit from increased consumer spending and local engagement.
“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.
“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.”
The Boomtown and SCA iQ Summer Travel study surveyed more than 1,600 Australians aged 18–64 in August and September about their summer travel plans.
Regional Australia is now home to nearly 10 million people, 36% of the national population and is projected to reach 11 million by 2032, according to the Regional Australia Institute.
Yet only 17% of national media budgets are allocated to regional markets.
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