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Big Red Group’s inaugural Experience Edit: Winter 2026 reveals top trends set to shape Aussie bucket lists.

Australians are turning to more meaningful, real-world experiences, prioritising connection, restoration, and intentional living in Winter 2026

Big Red Group, the group behind RedBalloon, Experience Oz and Adrenaline, has launched its first Experience Edit: Winter 2026 report.
The report reveals the biggest travel and tourism trends shaping Aussie leisure habits, with Australians increasingly seeking meaningful, restorative and connection-driven activities, from “Seatox Travel” to finding their “Craftmunity.”
Aussies can discover the activities and destinations defining the season, and the trends set to shape travel and lifestyle in the months ahead HERE.

X June 2026 (Sydney, Australia): The inaugural Experience Edit: Winter 2026 report from Big Red Group, Australia and New Zealand’s largest experience network, has launched, drawing insights from over 200,000 experiences booked across RedBalloon, Experience Oz and Adrenaline.

The report shows that amid ongoing economic pressure and uncertainty, Australians are increasingly prioritising intentional, connection-driven and restorative real-world experiences over passive consumption. As people become more deliberate about how they spend both their time and money, they are choosing experiences that feel memorable and genuinely worth investing in.

From finding their “Craftmunity” to embracing “Screen Sourcing”, where what we stream inspires the activities and destinations shaping travel plans, Aussies are looking to create more meaningful shared moments in the months ahead.

More information on the key trends within the report includes:

The rise of ‘Craftmunities’: In the grips of an enduring loneliness crisis, an increase in AI usage, and screentime are all leading to a ‘social renaissance’ where Aussies are now looking to form genuine connections over tactile experiences. It follows RedBalloon gifting data showing a surge in tangible art and craft experiences, including mosaic lamp making (+133%) and clay wheel throwing (+111%).

Screen Sourcing: Aussies are stepping into the shoes of their favourite fictional characters and taking inspiration from their streaming queues by translating them into real-life itineraries. From The Bear, sending RedBalloon dining bookings upward by +125% and anticipation for Enola Holmes driving a 101% spike in Experience Oz escape rooms, as Aussies experience what they see on the silver screen in reality.

‘Metromorphosis’: With the trials of restricted travel and fuel shortages, a new era of domestic discovery has dawned, as increased bookings across Sydney (+108%), Melbourne (+70%), and Brisbane (+134%) revive city-based tourism, demonstrating that Aussies are choosing to “stay put” but refusing to “go without” as the current climate offers opportunity to experience their own cities anew.

Surge in ‘Seatox Travel’: The beaches may be cooling, but as winter sets in, “deep blue therapy” is holding strong. A rise in water-based activities, including Reef, Island and Scenic Cruises (+19.2%) and Jet Boat experiences (+5.2%), shows more Aussies are seeking to slow down and tap into the calming, restorative effects of the sea.

Commenting on the trends, John Boris, President & Chief Growth Officer, Big Red Group, said:

“Australia has a rich and diverse experience and tourism industry, as such, it is ever-changing, resulting in evolving behaviours from Aussie consumers. Our Experience Edit: Winter 2026 report captures these shifts with our data demonstrating that Aussies are no longer just looking to fill their weekends, but they’re using experiences to find real-world connection and centre themselves in an uncertain world.”

“ As a result, they’re seeking adventure closer to home to get the most bang for their buck. Whether that’s by seeking out a ‘Seatox trip’ or choosing a ‘Metro-morphosis’ to break from routine and taking the time to relax, the appetite for curated activities that enable Australians to connect through shared moments is set to continue redefining our experience and tourism landscape. For our network of over 3,000 operators, this presents a fantastic opportunity to innovate to meet the evolving needs of Aussies for seasons to come.”

To read the ‘Experience Edit: Winter 2026’ report from Big Red Group, please click HERE.

New Big Red Group report shows experience bookings are booming as travellers flocked to family-friendly adventures and sensory-rich escapes in Spring 2025.

Australia’s experience economy blooms once more as confidence returns for Spring 2025

New report from Big Red Group shows renewed strength across the tourism and experiences sector, with experience bookings from inbound travellers soaring over 60% year-on-year and domestic bookings rising for the first time since Summer 2022
Wellness experiences show no signs of slowing their tourism takeover, posting +31% year-on-year growth to become the fastest-growing category overall – while Theme Parks remain the best-seller
A +38% surge in experience bookings in Victoria has seen the state nab New South Wales’ spot as the nation’s secondary tourism destination behind Queensland

27 November 2025 (Sydney, Australia): Australia’s experience industry has officially entered a new phase of sustained momentum, with the new Seasonal Experiences Index: Spring 2025 report revealing the first year-on-year increase in experience bookings in nearly three years.

Developed by Big Red Group, ANZ’s largest experience marketplace, the report analyses more than 190,000 experiences served between 1 September and 15 November 2025 – and marks a major turning point for the sector.

It shows that, despite ongoing cost-of-living pressures and reduced discretionary budgets, Australians are prioritising memorable, value-rich experiences – with appetite for adventure back on the rise, up +7% year on year.

Spring’s strong performance has been buoyed by favourable weather conditions, with New South Wales recording its lowest October rainfall since 2019, setting the scene for a bumper summer. The findings underscore a broader industry recovery, as both domestic and international travellers re-embrace experience-led travel.

Key findings within the report include:

Inbound tourism boomed, with experience bookings from international travellers up over 60% year-on-year, marking one of the strongest post-pandemic rebounds to date. International visitors flocked to New South Wales (+236%), Victoria (+148%) and Queensland (+23%) – with aquariums, theme parks and zoos proving most popular.

Domestic bookings rose year-on-year for the first time since Summer 2022, as experience demand surged across key “shoulder season” destinations – where quieter crowds and lower prices attracted travellers seeking value and adventure.

Average order values were marginally down compared to 2024, by -9%, reflecting cautious consumer sentiment, yet the volume of bookings indicates Australians are opting for more frequent, lower-cost experiences to balance lifestyle with spending restraint.

The uptick in bookings is widespread, with Victoria (+38%), ACT (+24%), New South Wales (+17%), South Australia (+17%), Western Australia (+7%) and Northern Territory (+4%) all posting growth, with Queensland (-7%) and Tasmania (-3%) marginally down.

Victoria topples northern neighbour, New South Wales, to become Australia’s second largest tourism state – as bookings skyrocketed by +38% with growth seen across key regions including the Yarra Valley (+ 34%) and Mornington Peninsula (+13%).

‘Amorous Aussies’ lean into experiences: Romance was in full bloom this season, as bookings across picnics (+34%), wine and spirits tastings (+18%), romantic dining (+15%) and romantic getaways (+11%) all climbed sharply. The trend highlights Australians’ growing preference for connection, quality time and shared moments over material gifts.

Whale watching – booming or has the bubble burst? While still a key driver of bookings, whale and dolphin watching experiences fell -22.9% year-on-year – following a similar decline last spring. With the season continuing to lengthen and whale numbers increasing year-on-year, traveller interest is evolving, broadening toward a wider range of wildlife and nature encounters alongside these signature experiences.

Commenting on the findings, David Anderson, CEO & Co-Founder at Big Red Group, said:

“Spring 2025 marked a true turning point for Australia’s tourism and experiences industry. After several seasons of uncertainty, we’re now seeing sustained momentum return – driven by both inbound travellers and everyday Australians rediscovering the joy of shared experiences.

“What’s particularly encouraging is the quality of that demand. While consumers may be more selective with their spending, they continue to choose experiences that deliver real value – those that create connection or offer a moment of escape. This season’s results reinforce that our tourism and experiences industry is not only resilient but evolving, setting up our operators across Australia for a stronger 2026.”

To read the ‘Seasonal Experiences Index: Spring 2025’ report from Big Red Group, please click here.

New Big Red Group report finds Aussies on the search to discover themselves as wellness tourism evolves into an era of enrichment, driving tourism and experiences this Winter.

Travellers enter ‘era of enrichment’ as self-discovery drives tourism and experiences industry in Winter 2025

A new report from Big Red Group, the nation’s largest experience network, shows a strong desire for enrichment, with demand for wellness and classes that offer self-improvement surging
Winter 2025 saw strong returns for inbound tourism, up +47% year-on-year, building on huge growth already seen in 2024 (+89%)
Melbourne maintained top spot in the season’s experience destination hot list, beating out key tourism destinations across Queensland, including Surfers Paradise and Cairns.
Winter weather and direction of travel resulted in varied returns for Australia’s states and territories, as the Australian Capital Territory (+23.9%) and Victoria (+14.9%) prospered – the former experiencing a surge in eating out, high tea, and axe-throwing experiences.

27 August 2025 (Sydney, Australia): Australia’s tourism and experiences industry is backing a new ‘era of enrichment’ among domestic and international travellers this season – as wellness tourism evolves to focus on immersive, mind-enriching experiences.

The Seasonal Experiences Index: Winter 2025 report from Big Red Group, Australia and New Zealand’s largest experience marketplace, shows demand for wellness grew by a over a third (+34%), alongside a rise in courses and classes (+11.2%) – marking a decisive shift away from traditional wellness activities toward soul-stimulating experiences.

The report, which analyses booking data from close to 200,000 experiences taken between 1 June and 10 August, supports the dawn of this new era, with third-party insights showing more than one in five travellers planned to get away for self-discovery this year.

Key findings within the report include:

Inbound tourism soared by a further +47% year-on-year – building on Winter 2024’s huge gains of +89% – as touch-downs boomed and bookings for theme parks, zoos, whale and dolphin watching continued to prove top of to-do lists

NSW gained ground this season, posting 1.6% growth, as demand for attractions and eating out grew. It comes after trending down for consecutive seasons and amid the state battling a barrage of extreme weather in winter, including Sydney recording its’ wettest August in nearly three decades.

Victoria is vying for the nation’s number two tourism spot, hot on the heels of rival New South Wales, thanks to upticks across the Mornington Peninsula (+33%), Stonnington (+27.6%) and Yarra (+23.2%) regions.

The nation remains a tale of two coasts as experience bookings remained concentrated along the Eastern Seaboard, with a dip across the Northern Territory (-11.8%), and Western Australia (-5.3%).

Aussies and internationals had a whale of a time sending whale and dolphin watching surging into the experience hotlist – animal experiences, including zoos and aquariums, also entered the hotlist, accounting for 12.4% of bookings for Winter.

‘Revenge travel’ is officially a thing of the past as Aussies demonstrate greater intentionality in favour of pursuits of passion, forgoing traditional experiences such as cruises (-27.4%), tours (-25.1%) and attractions (-3.4%) in favour of ‘pursuits of passion’.

Australia finally enjoys a stronger snow season after two years of unusually warm and dry weather, with skiing and snow experiences more than doubling year-on-year (+109.8%).

Consumer confidence is climbing as recent RBA cuts stimulate a rise in recreation and culture spend, which is reflected in +4.9% growth in spend for gifting platform, RedBalloon as Aussies invest in experiences that deliver value.

¹ Hilton Hotel Group, 2025 Hilton Travel Trends, 2025

Cable Car Ride over the Mornington Peninsula

Commenting on the findings, David Anderson, CEO & Co-Founder at Big Red Group, said:

“We’re witnessing a pivotal shift in the Australian wellness tourism landscape, where the traditional pursuit of relaxation is evolving as travellers seek experiences that deliver personal growth and enrichment. This season suggests that people are no longer content with ‘passive’ experiences, rather they are searching for opportunities for self-discovery”

“As we look ahead to the rest of the year, this ‘era of enrichment’ will continue to redefine our industry, – particularly as the wellness market grows, anticipated to reach $45.7 million in revenue by 2030, according to Horizon Grand View Research. This presents both a challenge and an opportunity for tourism and experience operators to move beyond conventional offerings and curate more meaningful experiences that truly resonate for seasons to come”.

To read the ‘Seasonal Experiences Index: Winter 2025’ report from Big Red Group, please click here.

Dessert Wine & Chocolate Pairing at Audrey Wilkinson

New Big Red Group report finds desire for adventure is accelerating, with demand driving bookings for high-octane activities in the first shoulder season of the year.

Demand for adrenaline-inducing activities and adventure tourism drives solid shoulder season for the Australian experiences industry

Fresh report from Big Red Group, the nation’s largest experience network, shows a strong desire for adventure, with demand for thrilling experiences accelerating.
Consumer confidence and discretionary spending continue to grow, as inbound tourism climbs +6% year-on-year (YOY) thanks to China, India, and the UK.
Aussies embraced ‘coolcations’ this Autumn, sought rest and rejuvenation, and tried their hand at new crafts through an array of classes and courses.
Weather-related disruptions contributed to mixed returns for experience operators, with Queensland (-37%) and Tasmania (-22.5%) down, whereas Victoria (+23%) and South Australia (+16.8%) experienced stand-out seasons fuelled by special events.

25 June, 2025 – A strong first shoulder season for 2025 indicated solid returns still to come for Australia’s tourism and experiences industry this year as Aussies demand for adrenaline-inducing activities surged. Thrilling adventures like helicopter flights grew exponentially (+92.9%) and offerings including ziplining, bungy jumping, and giant swings also jumped by +71.4%.

The Seasonal Experiences Index: Autumn 2025 report from Big Red Group found consumers are increasingly seeking thrills – with 18.5% of experiences served in Autumn falling under the adventure category.

The report, which analyses booking data from close to 200,000 experiences taken between 1 March and 31 May, supports the broader trend toward adventure tourism, with the market forecasted to grow from AUD 53.33 billion in 2025 to approximately AUD 174.03 billion by 2032. ¹

Big Red Group data also revealed a strong swing toward a growing desire for distinctive experiences that offer something meaningful, exciting, or novel as spending shifts toward high-value moments and travel consumption climbs.

¹ Coherent Market Insights, Australia Adventure Tourism Market Size and Share Analysis – Growth Trends and Forecasts (2025-2032)

Key findings within the report include:

Tourists increase touch downs with inbound travel up 6% YOY, with strong demand seen from China, India and the United Kingdom as helicopter flights (+ 92.9%), canyoning (+71.9%) and sightseeing/cultural tours (+71.9%) draw in international visitors.

Climate resilience emerged as both a trend and a necessity amid unprecedented deluges in Autumn. With Coolcationing, flexible booking policies, and weather-proofing among the ways operators and travellers are adapting to a changing climate.

Curated culinary hubs on the rise after industry emerges from chaotic half decade. Big Red Group served over 27,000 ‘wine & dine’ experiences in Autumn, contributing to the country’s food tourism market, which is projected to soar to $165bn by 2033.

Melbourne takes pole position knocking off long-time rival Sydney to take top spot in season’s experience destination hot list, with the Formula One Grand Prix and AFL opening round drawing record crowds and encouraging bookings.

Autumn hotlist heats up as Hot Air Ballooning and Sightseeing & Cultural Tours rise into the season’s experience hotlist, however, Theme Parks once again held onto the top spot, with close to 12.5% of total experiences served in the category.

Wild weather continued to wreak havoc in Autumn, with heavily affected areas like Coolangatta (-50.2%) and Broadbeach (-27.4%) dipping. Yet, North Queensland told a different story as Port Douglas (+47.6%) and Cairns (+22.9%) grew exponentially.

Locals lived it up as the trend toward short-stay getaways continued this season, with getaways surging by +16.3% as back-to-back long weekends enticed Aussies to head away and experience the best the nation has to offer.

Less stuff, more stories as consumers increasingly seek quality experiences over quantity – and become more willing to spend, so long as it feels unforgettable. It comes as the average order value for big-ticket items increased for RedBalloon and Experience Oz.

On the new seasonal report, David Anderson, CEO & Co-Founder at Big Red Group, said:

“Consumers are showing us that they are seeking experiences that are unforgettable, leading to the prioritisation of high-value activities that enrich or excite. They want ‘quality over quantity’ – and they’re willing to spend for it, so long as it feels memorable. This was a key mindset we saw reflected in our booking data which analysed close to 200,000 experiences served across RedBalloon, Adrenaline, and Experience Oz in Autumn.”

“As decision-making becomes more centred around emotionally resonant experiences, t he tourism and experiences industry is certainly well poised to benefit from this mindset shift. Couple this with a continued rise in travel consumption and intent, and it’s clear the industry is evolving into something even more impactful and exciting”.

To read the ‘Seasonal Experiences Index: Autumn 2025’ report from Big Red Group, please click here.

BRG Seasonal Experiences Index Autumn 2025

New Big Red Group report finds Australia’s experience operators on road to recovery after a challenging half-decade, as consumers increase spending and inbound tourism rebounds

From recovery to resurgence: Inbound tourism and travel trends signal strong year ahead for Australian experiences industry

New ‘Seasonal Experiences Index’ from Big Red Group reveals the state of the nation’s tourism and experience industry through the Spring/Summer season.
Many tourism and experience operators are on the road to recovery after a challenging few years, as consumers increase spending on travel and inbound tourism rebounds – up by +84% year-on-year.
In Spring/Summer, Australians traded long-vacays for shorter stays, embraced the arts by checking out Art Galleries and Museums, and got all revved up for V8 Supercars experiences.
China’s inbound rebound has hit the arrival lounge alongside consistent bookings from Korea and Taiwan, while major sports events are providing a huge boost for the industry – and travellers are splashing cash on wellness and Indigenous tourism.

20 March, 2025: Inbound travel is officially back – and in a big way, with international bookings up 84% year-on-year. It comes five years after the industry ground to a halt as the COVID-19 pandemic hit and Australia closed its international borders.

The Seasonal Experiences Index: Spring/Summer 2025 report from Big Red Group found that bookings to date are already up by almost two-thirds (+64%) in 2025 vs. the same period in 2024, pointing to a positive year ahead.

The report, which analyses booking data from over 650,000 experiences taken between 1 September and 28 February, revealed that there is finally light at the end of the tunnel for the nation’s experience operators. Total travel consumption, intent to spend, and Australian tourism jobs have all experienced upticks – creating an air of cautious optimism among the industry.

Key findings within the report include:

Sunshine state of mind : Sydney may have reigned supreme as the top experience destination for Spring/Summer, however, Queensland had the most entries with Cairns, Surfer’s Paradise and Coomera all ranking highly.

Travellers taking to the waves: Australia saw an inbound tourism boom, with soaring demand from China, Taiwan, and Korea. International travellers flocked to experiences like Scenic & Dining Cruises (+5,494%), Whale & Dolphin Watching (+88%), and Reef & Island Cruises (+148%), making waves in the industry.

Short-stays over long vacays: Australians recharged with more mini-breaks over Spring/Summer with Sightseeing Tour Getaways (+675%), Country Getaways (+53%) and Beach Getaways (+55%) all surging in popularity over longer vacations.

Culture calls: Aussies are embracing the arts, with bookings for Art Gallery & Museum experiences up by 30.1% YOY – and they are putting brush to canvas too with Art & Crafts Classes experiencing a 101.4% increase.

Wild weather wreaks havoc: Queensland felt and continues to feel the effects of extreme weather – with visitor numbers in Spring/Summer heavily skewed by tourism recovery measures, which is likely to continue for months to come. Bright sports included Ipswich Hinterland and Rocklea – Acacia Ridge who grew by +13.0% and +28.3% respectively.

Quality over quantity: While consumers are continuing to be mindful of their purchasing decisions, resulting in a slight dip in booking volume, they’re continuing to adopt a ‘quality over quantity’ mindset, with average order value increasing for RedBalloon and Adrenaline as Aussies spend more overall on experiences.

Sports shifting tourism into high gear: Major sporting events like the NRL Grand Final and Bathurst 1000 are driving sport-based travel experiences. V8-related purchases accelerated by 32% YOY and Formula One’s Melbourne Grand Prix saw inner-city bookings around the time of the race surge by +67% last year, with the trend expected to grow in the coming year.

Self-care soars: The Spa category is up by 125.3% year-on-year, reflecting the increasing focus on self-care and relaxation as health-conscious travel experiences are anticipated to achieve a market size of $624 million AUD in 2025.

Commenting on the report, David Anderson, CEO & Co-Founder at Big Red Group, said:

“Australia’s tourism and experiences industry is finding its stride again, with inbound travel surging and domestic travellers embracing new ways to explore and intent to spend on the rise. With 650,000 experiences taken across RedBalloon, Adrenaline and Experience Oz so far this season – it’s abundantly clear demand for memories over material goods remains strong. We don’t anticipate this to lose momentum any time soon either – particularly as we appear to be nearing light at the end of the tunnel after nearly half a decade of recovery and uncertainty.”

“The data from our latest Seasonal Experiences Index points toward cautious optimism, with the desire and demand for more immersive, thrilling experiences holding strong. Aussies are continuing to seek out activities that deliver quality over quantity – with short-stay getaways and spa treatments enjoying considerable growth – and they are even planning their travels around unmissable iconic events like the NRL Grand Final or long-running Bathurst 1000; with this trend likely to continue as Australia plays host to more global sporting leagues and events like the NBA later this year and the NFL in 2026.”

To read the ‘Seasonal Experiences Index: Spring/Summer 2025’ report from Big Red Group, please click here.

New Big Red Group report finds Australia’s tourism and experiences industry ‘resilient and recovering’ despite economic challenges

The new ‘Seasonal Experiences Index’ offers optimism for domestic and international tourism industry despite ongoing challenges

September 02 2024: As we welcome the arrival of spring, we’ve taken the opportunity to reflect on the performance of the tourism sector during the autumn and winter months.

Launched today, the Seasonal Experiences Index: Autumn/Winter 2024 report from Big Red Group found that Australians are continuing to invest in domestic tourism experiences, with average basket size up 5.7% year-on-year.

The report, which analyses booking data from experiences taken between September and January, has revealed that post-pandemic recovery, ‘revenge travel’ and government-backed stimulus projects helped deliver a bumper year for the industry in 2022 – and it’s been hard for many operators to match this pace in 2023.

There’s been strong returns from international markets too, with data pointing to 89.1% growth in bookings this season – and an incredible 337.6% year-on-year growth for 2024 to date.

Key takeaways from the report include:

Strong rebound for inbound: Fastest-growing markets for experiences this year include China, Taiwan, Singapore, India and Korea – as Japan remains slow to restart – and they’re all over cruises, hot air balloons and jet boats

FNQ favourites enjoy a comeback: Positive signs of growth Cairns (+13.1%) and Port Douglas (+47.6%), after summer storms and cyclones tore through the region

Garden State gains: Australia’s second-largest tourism market, Victoria, defies the national trend to deliver marginal 0.4% growth in bookings year-on-year, whilst South Australia, New South Wales and Northern Territory lag further behind.

No South Whales: While Queensland has enjoyed some of its best whale watching numbers in decades, with bookings up 18.7%, an unprecedented number of weather-related cancellations have cut bookings in New South Wales by a fifth (-20.6%)

Gold-standard demand: There’s been a 163% increase in bookings for white water rafting experiences in July and August as Australia’s own Jess Fox enjoyed double gold success

Regional tourism wins: There’s cause for celebration in outer-city locations, as Young (+30.7%), Coffs Harbour (+52.4%) and Orange, (+116.7%) contribute towards regional NSW’s ‘most popular domestic travel destination’ win, whilst Aussies flock to Queensland’s northern outback (+314.7%) and Western Australia’s Kimberley region (+6.8%).

Commenting on the report, David Anderson, CEO & Co-Founder at Big Red Group, said:

“With the nation hit by unpredictable weather and ongoing economic uncertainty – including the collapse of not one, but potentially two regional airlines – it’s promising to see a resilient spirit in Australia’s tourism and experiences industry.

“With inbound tourism on the rebound and Australians continuing to invest in travel and experiences – it’s clear that domestic and international visitors are still eager as ever to try out new experiences and make the most of all the great activities Australia has to offer – whether that’s unique wildlife encounters with Tasmanian Devils, winding down with wellness experiences in Victoria or getting onto and into the water in Far North Queensland.

“With over 500,000 experiences booked so far this season, we can see that visitors to our shores are committed to creating memorable moments, showing a strong preference for ‘stories over stuff’. This trend promises to continue as the industry navigates its path to recovery, and we look forward to seeing what the next few months and peak summer season will bring.”
To read the ‘Seasonal Experiences Index: Autumn/Winter 2024’ report, click here.

The inbound rebound for Australian tourism in 2024

The risk of an Australian airline duopoly is real for regional tourism

News of Rex Airlines entering administration could be a heavy blow for Australian experience operators

1 August 2024 – The collapse of Bonza Airlines earlier this year dealt a severe blow to the tourism industry, leading to job losses and a projected $100 million shortfall for Queensland tourism alone.

The recent administration of Rex Airlines this month compounds the challenges faced by domestic travellers and the broader tourism sector.

David Anderson, co-founder and CEO of Big Red Group, cautions that Rex Airlines’ financial troubles could have far-reaching implications, particularly for regional tourism.

“In March 2024, major airlines—including Rex—carried 4.9 million domestic passengers. With Bonza and now Rex ceasing operations, we can probably expect an increase in flight prices across domestic routes. This rise in airfares will deter tourists from visiting less-travelled regions, leading to reduced tourism activity in these areas.

“Aviation connectivity is crucial for many regional destinations. The loss of Rex’s services means fewer flight options, which can result in increased travel times and inconvenience for visitors. This can make it less appealing for tourists to explore regional areas, ultimately affecting their economic vitality.

“Regional tourism economies rely heavily on visitor spending, and the reduction in tourist numbers can deprive these regions of essential revenue and diminish opportunities for cultural exchange. The overall impact could be a setback for the recovery and growth of Australia’s regional tourism industry.”

Mr Anderson also believes Government support is essential for operators should flights wind up completely.

“Given the current cost-of-living crisis, Australians are increasingly seeking affordable holiday options, and exploring their own country could be a preferred choice. Without adequate air connectivity, though, many potential travellers might be discouraged from visiting regional areas. This could undermine the effectiveness of government spending aimed at promoting regional tourism and supporting local businesses.

Wellness tourism up 200% year-on-year

New booking data points to strong uptake for in Victoria and the Northern Territory

16 July 2024: New Big Red Group booking data has shown demand for wellness tourism has surged year-on-year, with some experiences up by over 200%.

The findings come after a recent study from TELUS showed that over three in five employees in Australia are reportedly feeling burnt out – and have indicated particularly strong uptake in Victoria and Northern Territory.

According to David Anderson, co-founder and CEO at Big Red Group, the rising demand could indicate that Aussies are trying to prioritise their mental health and wellbeing at the moment.

Spa experiences are up by a fifth (19%) on last year, while demand for hot pools, springs and wellness centres has grown significantly too. This signals a move away from traditional massage and facial packages that have previously proven popular across the nation.

Key takeaways from the data include:

Prioritising health and wellbeing: Year-on-year, the ‘Wellness’ category for experiences has seen a 228.4% increase in bookings, with Victoria and Northern Territory seeing particular growth
Aussies warm up to hot springs: Spas are in high-demand, with the Peninsula Hot Springs in Fingal (+132%), Wellness Studio in Belmont (+400%) and the Polynesian Spa in Brisbane (+855%) all seeing significantly higher bookings this year

The global wellness tourism market has recently been valued at almost $950 billion AUD ($640 billion USD), according to the Global Wellness Institute (GWI) – and now accounts for a significant proportion of the wider industry.

Experience Oz supports Destination NSW to make a Vivid impact

Renewed partnership for Vivid Sydney 2024 sees largest-ever Local Business Program

17 June 2024 – A renewed partnership between Experience Oz and Destination NSW for Vivid Sydney 2024 has resulted in the largest-ever Local Business Program to date.

Captivating thousands in the heart of Sydney CBD from 24 May to 15 June, there were over 100 local experience operator businesses showcased as part of this year’s event.

Newcomer experience, Mandalay Cruises’ Weekday Sydney Harbour Cruise, has emerged as a popular choice amongst visitors – and cruises have remained a fan-favourite too, with dinner cruises garnering a significant number of bookings. Another newcomer to the Program, the SEA LIFE Vivid Special admission, saw strong uptake in the festival’s first week, with over 250 bookings alone.

Elle Barnes, Campaign Manager at Experience Oz, said:

“We were thrilled to collaborate with Destination NSW once again – showcasing the best of Sydney’s local businesses as part of Vivid Sydney. Providing visitors with unforgettable experiences is exactly what Experience Oz is all about, and being able to celebrate the creativity and innovation within Sydney’s business community makes it a significant partnership too.”

VIVID Sydney with Experience Oz and Destination NSW

Embrace TikTok to reach Gen Z

Big Red Group calls on operators to utilise TikTok as new research shows 90% of Gen Z use it to find new experiences

21 May 2024: As the travel industry rebounds from the challenges of the past year, Big Red Group is calling on operators to tap into the power of TikTok to connect with Gen Z travellers.

New research from The State of Student and Youth Travel in 2024 report reveals that TikTok has emerged as a primary source of travel inspiration for Gen Z, with 89% saying they discover new travel destinations and experiences through the platform, and 40% admitting they booked a holiday as a direct result of watching TikTok content.

For Adrenaline, one of Big Red Group’s consumer brands, the role of social media has changed significantly as its influence on younger consumers continues to evolve. The company’s TikTok account now serves as a valuable tool for customer service and feedback in addition to delivering brand awareness and engagement gains – and Adrenaline regularly advertises on the channel to ensure its reaching younger Aussies, with a recent campaign delivering a reach of 2 million and 70,000 clicks to the website.

Big Red Group CEO, David Anderson, emphasises the transformative potential of social media as a marketing tool for small businesses.

“We’re currently observing a significant shift in how Gen Z travellers discover and decide on their next travel destinations, with TikTok emerging as a dominant influencer in this landscape. It’s clear that the platform plays a pivotal role in shaping travel preferences and choices for this demographic.

“Consequently, tourism operators have a prime opportunity to engage Gen Z travellers on TikTok by providing compelling content that speaks directly to their interests by showcasing their experiences. By leveraging TikTok’s creative potential and establishing authentic connections with this audience, tourism operators can effectively capture attention and drive bookings in an increasingly competitive market.”

A number of operators that offer experiences through Big Red Group’s consumer brands – RedBalloon, Adrenaline and Experience Oz – have already seen the positive impact TikTok can have on a business, including:

Oz Jet Boating:

Utilised TikTok’s popularity during Taylor Swift’s Era’s tour to introduce “Swiftie Spins,” a unique sing-along experience.
A TikTok video shared by the company garnered over 2.6 million views, contributing to increased sales of over $25,000 during Taylor Swift’s visit.
Marketed the experience organically on TikTok, initially offering three sessions which expanded to 23 due to high demand.

URBNSURF:

Can see the direct link between online growth and business expansion.
Set to open their second surf park in Sydney, making them the world’s only surf park with two locations.
The new $75 million park is expected to generate $250 million in economic benefits over two decades.
URBNSURF boasts 180,000 Instagram followers and a growing TikTok following of 20.8K.
Despite no spending on marketing, the company credits social media, particularly TikTok and Instagram, for their success in driving engagement and growth.