Australians are becoming far more intentional about how they travel.
Rather than simply searching for the cheapest getaway or ticking another destination off the bucket list, families are increasingly choosing experiences that help them reconnect, recharge and create meaningful memories together.
According to Big Red Group’s inaugural Experience Edit: Winter 2026, changing consumer behaviour is reshaping Australia’s tourism landscape, with restorative travel, domestic experiences and connection-driven holidays emerging as major priorities.
Drawing on almost 200,000 bookings across RedBalloon, Experience Oz and Adrenaline between January and May 2026, the report identifies four key travel trends that destinations, tourism operators and family travel businesses should be paying attention to.
Australians are choosing experiences over traditional sightseeing
The biggest takeaway from the report is that Australians are increasingly valuing experiences over simply visiting destinations.
Whether it’s learning a new skill, spending time on the water, discovering their own city or recreating scenes inspired by their favourite television series, travellers are looking for experiences that feel memorable and worthwhile.
Commenting on the findings, John Boris, President at 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.”
Rather than passive holidays, Australians appear to be prioritising activities that create genuine moments of connection with family and friends.
‘Seatox Travel’ is making waves
One of the report’s headline trends is what Big Red Group has dubbed Seatox Travel – a growing desire to escape everyday pressures by spending time on the water.
Whether it’s a reef cruise, scenic harbour cruise or whale watching experience, Australians are increasingly viewing marine experiences as an opportunity to unwind rather than simply sightsee.
Booking data reflects this growing demand:
- Reef and Island Cruises and Scenic Cruises increased 19.2%
- Jet Boat experiences increased 5.2%
According to Boris, the trend is resonating particularly well with families.
“Australians are rewriting what a family holiday looks like. ‘Seatox Travel’ is the trend we’ve identified in our inaugural Experience Edit report, and it’s resonating with families who are looking for simple ways to switch off and spend quality time together.”
He added that Australians have long associated the ocean with relaxation.
“Australians have long looked to the water for relaxation but we’re seeing this play out in how people are booking, experiences with a 19.2% increase in Reef & Island Cruises, and a 5.2% increase in jet boating – Australians are gravitating towards experiences that deliver a genuine mental reset alongside the memories.”
For coastal destinations, particularly regions like Tropical North Queensland, the Whitsundays and Sydney Harbour, the trend presents an opportunity to position marine experiences as part of a broader wellbeing-focused holiday.
As Boris explains:
“There’s something about being on the water that naturally slows people down and helps them disconnect. Whether it’s a scenic harbour cruise or a reef adventure off the Queensland coast, families can step away from the usual routines, screens and to-do lists and focus on being present with each other.”
Domestic discovery is replacing long-haul escapes
Another trend highlighted in the report is Metromorphosis – the idea that Australians are rediscovering their own cities rather than travelling long distances.
With cost-of-living pressures continuing to influence spending decisions, many families are choosing shorter breaks closer to home while still investing in memorable experiences.
Bookings across Australia’s major cities increased significantly between January and May 2026:
| City | Booking growth |
|---|---|
| Brisbane | +134% |
| Sydney | +108% |
| Melbourne | +70% |
Rather than giving up holidays altogether, Australians appear to be embracing local adventures and seeing familiar destinations through fresh eyes.
For tourism operators, this reinforces the value of attracting local and intrastate visitors alongside traditional interstate markets.
Streaming is inspiring travel plans
Another emerging behaviour identified in the report is Screen Sourcing, where Australians are turning inspiration from television and streaming services into real-world experiences.
Examples include:
- Dining bookings inspired by The Bear increased 125%
- Escape room bookings inspired by Enola Holmes increased 101%
- Country getaway experiences inspired by the Yellowstone universe increased 111%
Rather than simply watching these stories unfold on screen, Australians are increasingly looking for opportunities to experience similar adventures themselves.
For destinations, it highlights the growing importance of storytelling and experiential marketing in attracting visitors.
The rise of ‘Craftmunities’
The report also identifies a growing desire for genuine human connection through creative experiences.
Dubbed Craftmunities, the trend reflects increasing demand for hands-on workshops where people can learn new skills while meeting like-minded people.
Booking growth includes:
- Arts and craft experiences: +32%
- Mosaic lamp making: +133%
- Clay wheel throwing: +111%
The report suggests these experiences are becoming an antidote to increased screen time, AI use and feelings of social isolation.
Queensland continues to perform strongly
Queensland remains one of Australia’s leading experience destinations according to the report.
Among Queensland travellers, the strongest-performing categories include:
- Attractions (+80%)
- Getaways (+70%)
- Cruises (+67%)
Meanwhile, Queensland dominated the national destination rankings, with the following locations making the Top 10 experience destinations:
- Gold Coast (#1)
- Cairns (#4)
- Sunshine Coast (#5)
- Port Douglas (#7)
- Brisbane (#8)
- Whitsundays (#10)
Many of these destinations naturally align with the Seatox Travel trend thanks to their reef cruises, island adventures and marine wildlife experiences.
What this means for tourism
While Big Red Group has introduced catchy names like Seatox Travel, Screen Sourcing and Metromorphosis, the underlying message is much broader.
Australians aren’t simply looking for another holiday – they’re searching for experiences that help them reconnect with family, improve their wellbeing and make lasting memories.
For tourism operators, that presents an opportunity to market experiences based on emotional outcomes rather than simply listing activities or attractions.
As travellers become increasingly selective about where they spend both their time and money, experiences that offer connection, wellbeing and shared memories are likely to remain in strong demand.
The takeaway
The findings from Big Red Group’s Experience Edit: Winter 2026 suggest Australia’s experience economy continues to evolve beyond traditional sightseeing.
Whether families are booking reef cruises, rediscovering their own city or taking inspiration from their favourite television shows, travel is becoming less about ticking destinations off a list and more about creating meaningful shared moments.
For destinations and tourism businesses, understanding why Australians are travelling – not just where they’re travelling – may be one of the most valuable insights heading into the next phase of domestic tourism.
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