Europ Assitance’s Annual 2025 Holiday Barometer has showed how Aussie travellers are redefining their holiday priorities, with more than half opting for lesser-known destinations over traditional tourist hotspots.
The 2025 survey, revealed 62 per cent of Australians now prefer to explore off-the-beaten-path locations, marking a shift in travel trends for the year ahead.
Australians’ desire for travel is fuelled by a strong appetite for cultural exploration. When asked what they enjoy most about travelling, 47 per cent said they find enjoyment in experiencing different cultures and trying new foods.
CEO of Europ Assistance Australia and New Zealand (EA ANZ) Anna Gladman said the survey revealed a growing demand for meaningful experiences.
“The Holiday Barometer provides us with a deeper insight into our customer needs and expectations, and this year, we are seeing an increase in the interest of ‘off-the-grid’ escapes and immersive cultural experiences,” Gladman said.
The survey examines trends across 23 countries, highlighting different travel styles and uncovering the key factors shaping modern travellers’ attitudes and behaviours.
“These results underscore a shift in travel priorities, where the focus is not just on visiting a place, but rather immersing into local cultures and environments that foster a deeper and meaningful connection,” Gladman added.
“Each year, it’s always exciting to see the evolution of travel trends, offering the industry an opportunity to adapt and innovate to meet changing expectations.”
The survey also reveals over the past year, Australians’ interest in travelling for extreme sports has grown 4 per cent since 2024, with 28 per cent of travellers now likely to travel specifically for adventurous activities.
Director – Customer Experience and B2B Marketing and Communications Dana Paterson said insights are instrumental in shaping service design and informing the way organisations communicate with customers.
“At Europ Assistance, our purpose is to care for our travellers, and new insights are a great motivator for us to continue listening and evolving our services to meet the needs of the modern traveller,” Paterson said.
“As adventure travel gains popularity, it’s great we can now provide coverage for those travellers eager to engage in a variety of sports and activities. Our role is to support our travellers with care, confidence, and coverage – so they can explore the world on their terms.”
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