Originally published: Australiasian Leisure Management, 07 October 2025
New research commissioned by Big Red Group in conjunction with Pureprofile has highlighted that Australia’s tourism story is becoming one of two extremes: ‘overcrowded icons and overlooked gems’.
The new national research from Big Red Group – which powers ANZ’s largest experience operator network – reveals that while Australians recognise the pressures of overtourism on major cities and coastal hotspots, they continue to visit them in huge numbers.
At the same time, some of the country’s most celebrated regional destinations – recognised through national tourism awards for the quality of their visitor experiences – remain largely underexplored.
The research also uncovers a clear disconnect: while two-thirds of Australians say they’re inspired by friends, media or social platforms to explore beyond the usual hotspots, inspiration alone isn’t enough to get them there when travel options remain limited and costs prohibitive.
