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US leads NZ as destination of choice for more Aussies

Source: Roy Morgan Single Source (Australia), April 2008 – March 2014, average annual sample n = 19,419.

More Australians still want to visit the mainland United States than any other overseas holiday destination, ahead of former frontrunner New Zealand, with England close behind, the latest Roy Morgan Holiday Tracking Survey shows.

14.5% of Australians 14+ (2.8 million) would like to take a holiday in the United States in the next two years, up from 10.4% five years ago.

New Zealand clings on to second place as a potential holiday destination for 12.6% of Australians—just 0.2% points ahead of England at 12.4%.

Once the top potential overseas destination for Australians, New Zealand peaked at 15.1% just before the Christchurch Earthquake in 2011.

Top 3 potential overseas holiday destinations for Australians

Source: Roy Morgan Single Source (Australia), April 2008 – March 2014, average annual sample n = 19,419.

Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:

“The United States is now the clear leader in terms of overseas holiday destinations more Australians would like to visit. This is despite the Australian dollar falling in value against the greenback since mid-April 2013.

“Of course, many Australians are still holidaying in New Zealand, and Roy Morgan’s ground-breaking new profiling tool, Helix Personas, can assist marketers to understand and effectively communicate to these people.

“For instance, 7% of Young & Platinum have taken a holiday in New Zealand in the last 12 months versus only 4% of the total population 14+. Young & Platinum are well educated inner city professionals who are typically renting apartments and flats. Ambitious and very well paid, they work hard and let off steam through sport and socialising. In addition to New Zealand, Young & Platinum also want to holiday in USA, England, Japan, and France.”

For comments or more information please contact: 

Jane Ianniello, International Director of Tourism, Travel & Leisure
Telephone: +61 (7) 3318 7000
Mobile: +61 423 024 412

Related Research

Click here to learn more about Helix Personas, Roy Morgan's new classification system for Australia's multi-dimensional communities.

Visit the Roy Morgan Online Store to access an extensive range of Travel and Tourism Reports, including our Holiday Trends Report, our  Holiday Destination Visitor Profiles and our Holiday Destination Preference Profiles.  The profiles provide an overview of the target group including information on their demographics, attitudes, activities and media usage.

Click here to view our range of profiles of holidaymakers by Holiday Activities – e.g. Beach Holiday, Backpacker Holiday, Casino Holiday, Disco/Nightlife, Hunter/Fisher Holiday, and many more.

About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%