The city Australians most want to visit

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Spruce up the spare room, Melburnians, your fellow Australians are coming to town.

Our fair city has been announced as number one on Australians’ wish list for the capital city they’d most like to visit, with just over 4.2 million saying they’d like to drop by in the next two years – up one million or 33 per cent over the past decade.

Roy Morgan Research’s just-released holiday tracking survey compared holiday intentions in 2006 and 2016. Ten years ago, just over 13.2 million Australians aged 14+ reported they’d like to holiday within Australia in the next two years. That figure is now almost 14.8 million.

Sydney retained its spot as second-most desired capital-city destination, up from 1.9 million to 2.4 million. Perth has lost its shine, slipping from 1.7 million would-be visitors to 1.5 million, and has been overtaken by Brisbane and Hobart (both 1.8 million, up from 1.4 million).

“Melbourne’s continued ascendance is testament to the city’s cross-generational appeal,” says Norman Morris, Industry Communications Director for Roy Morgan Research. “With its blockbuster sporting events and art exhibitions, sensational shopping, dining and nightlife, and countless day-trip possibilities, Melbourne does indeed have something for everyone.

“Where Perth was once Australia’s third-most desired capital-city destination, it has given way to Brisbane, Hobart and Canberra over the last 10 years. This raises the question: why is WA’s capital losing its appeal?

“Certainly, over the last 10 years, Hobart’s cachet has been boosted by MONA, while Brisbane’s burgeoning foodie culture could be capturing the imagination of a different kind of traveller than in previous years. But Perth’s star seems to have dimmed in the aftermath of the mining downturn – with other famed WA destinations such as Broome and Margaret River also losing popularity in the last decade.”

Written by RACV
March 01, 2019