Aussies steer clear of exploring their own backyard for holidays

When it comes to taking a holiday, tourism around Australia is on the rise. But new research shows how few of us have explored our own backyard.

Escape: Most Aussies have seen less than 1 per cent of the country’s 15,000 towns — including The Big Melon (Watermelon) at Chinchilla, Queensland. Picture: Wotif

Domestic travel isn’t high on Australians’ cards with tropical and cheap destinations right on our doorstep.

But new insights into domestic travel commissioned by travel website Wotif reveal that while domestic tourism is on the rise, few Aussies have explored beyond places they already know, leaving much of the country undiscovered.

The study shows that on average Australians have visited fewer than 1 per cent of the country’s 15,268 towns, cities and suburbs — and most Aussies (53 per cent) can only name up to nine regional destinations across Australia.

Because of this, nearly a quarter (24 per cent) of all Aussies and 36 per cent of those aged 25-34 years admit to feeling embarrassed about how few Australian locations they’ve been to.

According to the company’s research, 39 per cent of Australians travel specifically for events and festivals, and almost 50 per cent wish they attended more.

Economic data shows Aussies spend on average $421.56 when they attend a festival, providing a massive boon to local tourism operators and economies.

Across the population of 16.9 million Australians aged 18-69 years, this equates to $7.1 billion spent at local festivals and events each year on items including tickets, accommodation, food and beverages, shopping and attractions at the destination.

IS YOUR TOWN THE NEXT BIG THING?

In a call to arms and celebration of what makes Australia great, the search is on to find towns, cities and suburbs that have something they’d like to be famous for, with Wotif set to gift a deserving Aussie location a new festival in honour of said “thing”.

Known as the Festival of Wot?, the countrywide initiative will shine a high-beam on domestic tourism and is set to encourage more Aussies to get out of the fast lane and explore the people and places that make up this great nation.

Following the success of Australia’s “Next Big Thing”, where Wotif gifted the Queensland town of Chinchilla The Big Melon, Wotif is encouraging Aussies to get behind this brand-new nationwide search.

Wotif managing director Daniel Finch said the “Next Big Thing” reminded Aussies of how incredible their country is.

“From the hardworking melon farmers in Chinchilla to the passionate peanut committee in Kingaroy, it’s clear that Aussies are proud of where they’ve come from,” he said.

“This year we’re asking towns, suburbs and cities to tell us what they should be famous for — and we’ll do our magic to make it so.

“We’re putting on an entire festival for one winning destination, completely dedicated to celebrating their unique claim to fame and the community around it.”

Can your town host the festival that’s going to draw in the crowds? Picture: Supplied

Seventy-five per cent of Australians are willing to detour to uncover something unique, and half of all Australians make holiday choices based on the potential to learn or experience more of the country.

“Where else in the world would you find locals that eat their national emblem, argue over the placement of onions on white bread, cherish a condiment called chicken salt and build a series of giant ‘things’ for people to visit,” Mr Finch said.

“Australia’s most memorable festivals are centred on celebrating a particular pastime or passion, and for many locations across the country festivals encourage a tremendous sense of community spirit.

Put out the welcome mat for your own iconic festival. Picture: Supplied

“In creating The Festival of Wot?, our intention is to help celebrate some of the unique stories and characters from around the country to create an experience that locals love and is worth travelling for.

“Australia is incredibly unique, and we’re looking forward to seeing what the nation comes up with.”

Wotif’s “The Festival of Wot?” promotion opens today, July 30, 2019, with nominations open to the public until August 18, 2019.

In a process more intense than an Australian Idol finale, four short-listed destination festivals will then be announced and Australia, in the ultimate display of democracy, will be able to vote for which finalist they want to win.

The winner will be announced and the festival will be held by the end of the year.

Visit Wotif for full competition details and to submit your festival idea.