Australian Media Intelligence Insight Report: International Travel 2025

This report provides comprehensive media intelligence for marketers targeting Australian international travelers in 2025, with specific focus on the May-December period. Australia represents a high-value outbound travel market characterized by strong spending power, increasing travel frequency, and diverse destination interests. The following analysis offers detailed insights on where, when, and how to effectively reach this lucrative audience across various media channels, regions, and demographic segments. 

1. Market insights 

Outbound Travel Growth and High-Spending Traveler Trends 

• Australian outbound travel projected to grow 12.3% in 2025 compared to 2024 levels 
• Average international trip expenditure: AUD $9,800 per person (15% increase from pre-pandemic levels) 
• 32% of Australian international travelers plan to take multiple overseas trips in 2025 
• Long-haul travel recovering strongly, with 65% of travelers planning trips exceeding 10 days 
• Premium travel segment (spending >AUD $15,000 per trip) growing at 18% annually 

Travel Media Landscape and Channel Penetration 

• Digital media: 92% penetration among Australian international travelers 
• Social media: 87% penetration with Instagram (78%) and Facebook (72%) leading 
• Connected TV/streaming: 83% penetration with significant growth in travel content consumption 
• Print media: 45% penetration among affluent travelers (35% higher than general population) 
• Out-of-home advertising: 68% daily exposure rate in metropolitan areas 
• Radio: 65% daily listenership during commute hours 
• Travel-specific mobile apps: 82% penetration among frequent international travelers 

Key Advantages for Travel Advertisers 

• High digital connectivity: 96% smartphone penetration with 87% using devices for travel research 
• Strong disposable income: Australia ranks 8th globally in discretionary spending power 
• Advanced payment adoption: 92% of Australian travelers comfortable with digital booking/payment 
• High passport ownership: 57% of Australians hold valid passports 
• Strong English language proficiency: Eliminates language barriers for international travel 

Positive Market Trends 

• Recent visa changes: Streamlined processes for Australians visiting 12 additional countries in 2024 
• Airline capacity growth: 23% increase in direct international flights from Australia by December 2025 
• Emerging destination interests: Growing interest in sustainable tourism destinations (37% YoY increase) 
• Post-pandemic travel rebound: 89% of Australians who traveled internationally pre-pandemic plan to resume or exceed previous travel frequency by 2025 
• Working holiday trends: 44% increase in "workation" and digital nomad arrangements 

2. Exactly where to advertise 

Premium OOH Advertising Locations 

Airport Corridors and Transit Hubs 

• Sydney Airport International Terminal: 16.3 million international passengers annually, average dwell time 137 minutes, 68% ABC1 demographic 
• Melbourne Airport International Terminal: 11.8 million international passengers annually, 71% ABC1 demographic 
• Brisbane Airport International Terminal: 6.2 million international passengers, high concentration of leisure and business travelers 
• Perth Airport International Terminal: 4.7 million international passengers, strong connections to Asia 
• Key transit hubs: Flinders Street Station (Melbourne), Wynyard Station (Sydney), Central Station (Sydney) 

Business Districts with High Travel Decision-Makers 

• Sydney CBD: Martin Place and Barangaroo precincts (78% of workers take at least one international trip annually) 
• Melbourne: Collins Street and Docklands (72% international travel propensity) 
• Brisbane: Eagle Street and Queen Street Mall (65% international travel propensity) 
• Perth: St Georges Terrace (68% international travel propensity) 
• Adelaide: North Terrace (59% international travel propensity) 

Affluent Neighborhoods with Strong Travel Propensity 

• Sydney: Double Bay, Mosman, Vaucluse (91% international travel propensity) 
• Melbourne: Toorak, Brighton, South Yarra (88% international travel propensity) 
• Brisbane: New Farm, Ascot, Hamilton (81% international travel propensity) 
• Perth: Peppermint Grove, Dalkeith, Cottesloe (79% international travel propensity) 
• Gold Coast: Main Beach, Broadbeach Waters (83% international travel propensity) 

Travel-Adjacent Locations 

• Premium luggage retailers: Samsonite flagship stores in major cities 
• Financial districts with high concentration of premium credit card holders 
• High-end shopping precincts: Westfield Sydney, Chadstone Melbourne, Pacific Fair Gold Coast 
• Travel agency clusters: Elizabeth Street (Melbourne), Pitt Street (Sydney) 
• Foreign exchange service locations in major CBDs 

Top 5 Regions/Cities with Highest Propensity for International Travel 

1. Sydney Metropolitan Area 

• Economic profile: Highest concentration of high-net-worth individuals in Australia, average household income 32% above national average 
• Travel spending potential: Average international trip spend AUD $11,200 
• Preferred destinations: Europe (particularly Italy, France, UK), United States, Japan, New Zealand 
• Travel styles: Luxury urban experiences, cultural immersion, premium cruise journeys 
• Key advertising locations: Circular Quay, Bondi Junction, North Sydney business district 
• Media consumption: High digital consumption, premium print readership, luxury OOH locations 

2. Melbourne Metropolitan Area 

• Economic profile: Strong professional services sector, average household income 28% above national average 
• Travel spending potential: Average international trip spend AUD $10,300 
• Preferred destinations: Europe (Italy, Greece, Spain), Southeast Asia, United States 
• Travel styles: Cultural exploration, food tourism, art and design experiences 
• Key advertising locations: Southbank, South Yarra, Federation Square, Collins Street 
• Media consumption: Arts and culture publications, high podcast listenership, festival sponsorships 

3. Brisbane/Gold Coast Region 

• Economic profile: Growing affluence, strong property market, 18% above national average income 
• Travel spending potential: Average international trip spend AUD $9,400 
• Preferred destinations: Japan, Hawaii, New Zealand, Bali, Pacific Islands 
• Travel styles: Beach vacations, adventure travel, family-friendly destinations 
• Key advertising locations: Brisbane CBD, Gold Coast Highway, Pacific Fair, Surfers Paradise 
• Media consumption: High outdoor lifestyle magazine readership, strong radio listenership 

4. Perth Metropolitan Area 

• Economic profile: Resource sector wealth, 21% above national average household income 
• Travel spending potential: Average international trip spend AUD $10,600 
• Preferred destinations: Southeast Asia, Middle East, Indian Ocean islands, Europe 
• Travel styles: Premium resort stays, stopover trips leveraging Perth's gateway position 
• Key advertising locations: Perth CBD, Cottesloe/Claremont precinct, Garden City Shopping Centre 
• Media consumption: Business publications, high digital engagement, airport advertising 

5. Adelaide Metropolitan Area 

• Economic profile: Growing professional class, 12% above national average household income 
• Travel spending potential: Average international trip spend AUD $8,900 
• Preferred destinations: Southeast Asia, Europe (particularly Germany and France), New Zealand 
• Travel styles: Food and wine tourism, cultural experiences, nature-focused travel 
• Key advertising locations: Rundle Mall, North Adelaide, Adelaide Airport 
• Media consumption: Strong print media engagement, food and wine publications 

3. Exactly whom to advertise to 

Top 7 Language Communities with Travel Potential 

1. English (Mainstream Australian) 

• Percentage of outbound market: 68% 
• Key characteristics: Independent travelers, extensive pre-trip research, value-conscious but willing to splurge on experiences 
• Preferred destinations: New Zealand, United States, United Kingdom, Italy, Japan 
• Travel motivations: Cultural experiences, relaxation, food exploration 
• Media consumption: Mainstream Australian media, travel sections of major news outlets 
• Cultural nuances: Strong preference for authentic experiences, aversion to overtly "touristy" activities 

2. Chinese (Mandarin/Cantonese) 

• Percentage of outbound market: 8.7% 
• Key characteristics: Family-oriented travel, shopping focus, increasing luxury segment 
• Preferred destinations: Southeast Asia, China (visiting relatives), Europe, New Zealand 
• Travel motivations: Status, new experiences, education opportunities, visiting family 
• Media consumption: WeChat, Little Red Book, Australian Chinese media outlets 
• Cultural nuances: Strong gift-giving culture, preference for Chinese payment systems 

3. Indian (Various Languages) 

• Percentage of outbound market: 6.2% 
• Key characteristics: Family travel, value-conscious, longer stays 
• Preferred destinations: India (VFR), Singapore, Thailand, New Zealand, United Kingdom 
• Travel motivations: Visiting friends and relatives, cultural experiences, education 
• Media consumption: SBS Hindi, Indian Link, targeted community publications 
• Cultural nuances: Multi-generational travel common, preference for vegetarian food options 

4. Vietnamese 

• Percentage of outbound market: 3.4% 
• Key characteristics: Group travel, strong VFR segment, emerging luxury travelers 
• Preferred destinations: Vietnam, Southeast Asia, United States, France 
• Travel motivations: Family connections, cultural heritage, shopping 
• Media consumption: SBS Vietnamese, community radio, specialized digital channels 
• Cultural nuances: Strong influence from family networks, seasonal travel around Vietnamese holidays 

5. Arabic-Speaking Communities 

• Percentage of outbound market: 2.8% 
• Key characteristics: Family-focused, luxury segment growing rapidly 
• Preferred destinations: Middle East, Malaysia, Singapore, United Kingdom 
• Travel motivations: Family holidays, luxury experiences, halal-friendly destinations 
• Media consumption: SBS Arabic, Al Jazeera, community-specific channels 
• Cultural nuances: Halal dining requirements, family privacy preferences 

6. Filipino 

• Percentage of outbound market: 2.3% 
• Key characteristics: VFR market, group travel, value-conscious 
• Preferred destinations: Philippines, Southeast Asia, United States 
• Travel motivations: Family connections, beach holidays, shopping 
• Media consumption: The Filipino Australian, community Facebook groups 
• Cultural nuances: Extended family travel, preference for package deals 

7. Korean 

• Percentage of outbound market: 1.8% 
• Key characteristics: Trend-conscious, social media influenced, experience-seekers 
• Preferred destinations: South Korea, Japan, New Zealand, Europe 
• Travel motivations: Unique experiences, food tourism, shopping 
• Media consumption: SBS Korean, Korean Australian media outlets, KakaoTalk 
• Cultural nuances: Strong influence from Korean entertainment trends, high social media usage 

Top 5 Traveler Segments by Psychographic Profile 

1. Luxury Seekers 

• Decision-making factors: Exclusivity, premium service, unique experiences 
• Spending patterns: Average trip expenditure AUD $18,500, emphasis on accommodation and dining 
• Media touchpoints: Luxury lifestyle magazines, premium financial publications, exclusive member communications 
• Demographics: 45-65 age group, high net worth individuals, primarily from Sydney, Melbourne, and Perth 
• Key influences: Word-of-mouth from peer network, luxury travel advisors, exclusive event participation 

2. Cultural Enthusiasts 

• Decision-making factors: Authentic experiences, historical significance, local immersion 
• Spending patterns: Average trip expenditure AUD $12,200, emphasis on experiences and tours 
• Media touchpoints: Arts publications, documentary channels, museum newsletters, travel podcasts 
• Demographics: 35-70 age group, tertiary educated, high cultural consumption 
• Key influences: Cultural festivals, expert recommendations, educational opportunities 

3. Adventure Travelers 

• Decision-making factors: Unique experiences, physical challenge, Instagram-worthy moments 
• Spending patterns: Average trip expenditure AUD $10,800, emphasis on activities and equipment 
• Media touchpoints: Outdoor magazines, adventure sports channels, influencer content 
• Demographics: 25-50 age group, fitness-oriented, high disposable income 
• Key influences: Social media, peer recommendations, sporting events 

4. Family Vacationers 

• Decision-making factors: Child-friendly amenities, safety, value for money, educational components 
• Spending patterns: Average trip expenditure AUD $14,500 (family of four), emphasis on accommodation 
• Media touchpoints: Parenting publications, school holiday programming, family lifestyle channels 
• Demographics: 30-50 age group with children under 18, suburban concentration 
• Key influences: School holiday timing, family recommendations, educational opportunities 

5. Business-Leisure Blenders 

• Decision-making factors: Connectivity, location convenience, flexibility 
• Spending patterns: Average trip expenditure AUD $13,200, high spend on accommodations and experiences 
• Media touchpoints: Business publications, airport advertising, premium news outlets 
• Demographics: 30-55 age group, predominantly urban professionals 
• Key influences: Industry events, loyalty programs, professional networks 

4. Exactly how to advertise 

Top Airport Advertising Opportunities 

• Sydney Airport Sky Bridge: 100% of departing international passengers, average dwell time 4.5 minutes 
• Melbourne Airport Walkways: Digital screens reaching 92% of international passengers 
• Brisbane Airport Digital Tower: 360-degree visibility, 89% of international departures 
• Terminal Lounges: Qantas, Virgin, Singapore Airlines, Emirates (targeting premium travelers) 
• Baggage Claim Areas: Average dwell time 22 minutes, 100% of arriving international passengers 
• Duty-Free Zone Activations: 76% penetration among international passengers 

Top Magazine and Print Media Options 

• Qantas Magazine: 1.8 million readers monthly, 65% ABC1 demographic, available in all Qantas lounges 
• Virgin Australia Voyeur: 1.2 million readers monthly, skews younger affluent demographic 
• Australian Gourmet Traveller: 548,000 monthly readership, 82% ABC1 demographic 
• Australian Financial Review Weekend: 651,000 readers, high business traveler concentration 
• Good Weekend (Sydney Morning Herald/The Age): 1.4 million readers, affluent family demographic 
• The Weekend Australian Magazine: 843,000 readers, older affluent demographic 
• Luxury travel supplements in major newspapers (circulation 1.2-1.8 million) 

Digital Travel Portals 

• Expedia.com.au: 3.8 million monthly unique visitors, 68% planning international travel 
• Booking.com Australian portal: 4.2 million monthly unique visitors, 72% conversion rate 
• TripAdvisor Australia: 3.5 million monthly unique visitors, 22-minute average session time 
• Luxury Escapes: 1.8 million members, high conversion for premium travel deals 
• Webjet: 2.9 million monthly unique visitors, strong flight booking focus 
• Travel.com.au: 1.2 million monthly unique visitors, package holiday focus 

Travel TV Programming and Radio Options 

• Travel Guides (Nine Network): 1.2 million viewers, family demographic 
• Getaway (Nine Network): 950,000 viewers, 35+ demographic 
• Amazing Race Australia (Network 10): 1.1 million viewers, younger demographic 
• Smooth FM Travel Hour: 873,000 listeners, affluent 40+ demographic 
• ABC Radio National travel segments: 652,000 listeners, educated traveler demographic 
• Triple M's "The Travel Bug": 784,000 listeners, family demographic 

Premium Mall Advertising Opportunities 

• Westfield Sydney: 42 million annual visitors, high concentration of luxury retailers 
• Chadstone Shopping Centre (Melbourne): 24 million annual visitors, premiere fashion destination 
• Pacific Fair (Gold Coast): 18 million annual visitors, high tourist concentration 
• Westfield Bondi Junction: 16.8 million annual visitors, affluent eastern suburbs demographic 
• Queen Victoria Building (Sydney): 14 million annual visitors, premium heritage shopping experience 

Programmatic OOH Opportunities 

• JCDecaux Airport Digital Network: Targeted messaging based on flight destinations 
• oOh! Media Fly Network: Data-driven targeting across all major Australian airports 
• VMO Shop: Digital panels in premium shopping centers with travel intent targeting 
• QMS City Digital: CBD locations with mobile device integration and travel intent data 

Connected TV and Streaming Platforms 

• Binge Travel Collections: 2.3 million subscribers, high engagement with travel content 
• Netflix Australia: 6 million subscribers, targeting viewers of travel documentary content 
• Disney+ Australian Travel Collections: 2.8 million subscribers 
• YouTube Premium Australia: 1.4 million subscribers, high engagement with travel content 
• Stan Travel Category: 2.5 million subscribers, strong engagement with destination content 

Premium Travel B2B Publications and Platforms 

• Travel Weekly Australia: 32,000 travel industry professionals reached weekly 
• Travel Daily: 35,000 industry subscribers, 92% open rate 
• AFTA Daily: 25,000 travel agent subscribers 
• Karryon: 28,000 travel industry professionals reached 
• Travel Bulletin: 22,000 travel agency subscriber base 

Language-Specific Media Channels 

• Chinese: WeChat (3.2 million Australian users), SBS Mandarin, Australian Chinese Daily 
• Indian: SBS Hindi (480,000 listeners), Indian Link (295,000 readers) 
• Vietnamese: SBS Vietnamese (320,000 listeners), Viet News Australia (215,000 readers) 
• Arabic: SBS Arabic (380,000 listeners), El Telegraph (180,000 readers) 
• Filipino: The Filipino Australian (210,000 readers), SBS Filipino (290,000 listeners) 
• Korean: SBS Korean (260,000 listeners), Korean Herald Sydney (175,000 readers) 

5. Exactly when to advertise 

Quarterly Calendar of Key Travel Booking Periods 

Q2 (April-June 2025) 

• May: Early planning for Christmas/summer holidays (28% higher booking intent) 
• June: End of financial year promotions (23% increase in premium bookings) 
• School holiday planning for September/October period (19% higher search activity) 
• June: Winter escape booking spike (37% increase in warm destination searches) 

Q3 (July-September 2025) 

• July: Peak booking period for Christmas/New Year travel (45% higher booking intent) 
• August: Spring school holiday planning (27% higher search activity) 
• September: Early bird summer holiday promotions (32% higher engagement rates) 
• September: Business travel planning for Q4 (24% higher premium booking activity) 

Q4 (October-December 2025) 

• October: Last-minute Christmas travel bookings (39% conversion rate spike) 
• November: January vacation planning (31% higher search activity) 
• November-December: Summer holiday final bookings (29% higher urgency purchasing) 
• December: Early planning for Easter 2026 travel (18% higher research activity) 

Seasonal Timing Recommendations 

• May-July: Ideal for winter sun destinations (Bali, Thailand, Pacific Islands) 
• June-August: Strong European summer travel planning and booking 
• August-October: Optimal for spring/summer destinations (New Zealand, Japan) 
• September-November: Peak period for cruise bookings 
• October-December: High engagement for January beach destinations 

Pre-Holiday and Vacation Planning Periods 

• 10-14 weeks before school holidays: Initial research phase 
• 8-10 weeks before school holidays: Comparison shopping peak 
• 6-8 weeks before school holidays: Booking conversion spike 
• December: Planning for January summer holidays (22% higher booking intent) 
• February: Planning for April Easter holidays (19% higher search activity) 
• April: Planning for July winter holidays (24% higher booking intent) 
• July: Planning for September/October spring holidays (21% higher search activity) 

Cultural and Religious Festivals Influencing Travel Timing 

• Lunar New Year (Feb 2025): Heavy booking period for Chinese community (2-3 months prior) 
• Diwali (Nov 2025): Significant travel planning period for Indian community (3-4 months prior) 
• Ramadan/Eid (Mar/Apr 2025): Key booking period for Muslim communities (2-3 months prior) 
• Easter (Apr 2025): Major family travel period for Christian communities 
• Christmas/New Year: Australia's peak travel period across all communities 

Travel Trade Shows and Consumer Exhibitions 

• Flight Centre Travel Expo (May 2025): 120,000+ attendees across major cities 
• Sydney Travel Expo (July 2025): 45,000+ attendees 
• Melbourne Travel Industry Showcase (August 2025): 38,000+ attendees 
• Luxury Travel Week Australia (September 2025): 15,000+ high-value attendees 
• Adventure Travel Show (October 2025): 22,000+ attendees 

Region-Specific Timing Considerations 

• Sydney: Higher engagement during May-June (financial year-end) and August-September 
• Melbourne: Strong performance during May-July (winter escape planning) and October-November 
• Brisbane/Gold Coast: Peak periods during April-May and August-September 
• Perth: Higher engagement during June-August (escape winter planning) and October-November 
• Adelaide: Strong performance during May-June and September-October 

6. Conclusion & recommendations 

Key Takeaways 

• Australian outbound travel market shows strong growth potential for 2025, with notable increases in premium travel segments 
• Digital channels dominate the research and booking process, but traditional media maintains influence in inspiration phase 
• Language communities present significant targeting opportunities with distinct travel behaviors and preferences 
• Regional differences in travel propensity and destination preferences require tailored approaches 
• Timing strategies should align with both seasonal factors and cultural considerations 

Strategic Recommendations for Media Planning 

Budget Allocation Framework 

• Digital channels: 45-55% (emphasis on programmatic, social, and search) 
• Out-of-home: 15-20% (airport and high-traffic premium locations) 
• Print/magazines: 10-15% (targeted luxury and special interest publications) 
• Television/streaming: 10-15% (connected TV with travel content targeting) 
• Radio/audio: 5-10% (drive-time programming and podcasts) 
• Experiential/events: 5-10% (travel expos and high-value activations) 

Language and Regional Targeting Strategy 

• Develop core English-language creative with culturally relevant adaptations for top language communities 
• Allocate 70% of budget to top 3 regions (Sydney, Melbourne, Brisbane/Gold Coast) 
• Create city-specific messaging highlighting relevant destination connections 
• Implement in-language campaigns for communities with >3% market share 
• Develop regional partnerships with travel retailers in high-potential areas 

Channel Integration Guidance 

• Inspiration phase: Focus on high-impact visuals across social media, print, and DOOH 
• Research phase: Emphasize digital content, SEO, and targeted travel portals 
• Comparison phase: Implement retargeting, SEM, and travel portal partnerships 
• Booking phase: Deploy conversion-focused digital, promotional OOH, and radio activations 
• Post-booking phase: Utilize CRM, social engagement, and value-add partnerships 

Timing Strategy Advice 

• Launch awareness campaigns 12-14 weeks before key booking periods 
• Intensify messaging during peak planning phases aligned with school holidays 
• Implement tactical promotions 6-8 weeks before major travel periods 
• Maintain consistent premium presence in airports and business districts year-round 
• Align promotional timing with cultural festivals for targeted language communities 

Regional Prioritization Framework 

• Tier 1 (55% of budget): Sydney, Melbourne 
• Tier 2 (30% of budget): Brisbane/Gold Coast, Perth 
• Tier 3 (15% of budget): Adelaide and other regional centers 
• Customize creative messaging to align with regional travel preferences and behaviors 
• Intensify presence during region-specific high-engagement periods 

This report provides actionable guidance for effectively targeting the Australian outbound travel market from May to December 2025. By implementing these strategic recommendations across multiple channels, regions, and demographic segments, travel marketers can optimize their media investments to capture this high-value audience during key planning and booking periods.