Articles — June 30, 2025
Australia’s Post‑COVID Outbound Market (2022–2025)
We have listed here some interesting data regarding Australian outbound travelling and Nordic and Baltic countries pull factors.
1. Overview & Rebound
Australians have returned to pre‑pandemic travel levels. In fiscal 2023–24, outbound resident departures reached 98% of 2018–19 volumes, with monthly returns hitting or exceeding 100% since January 2024
Total international departures reached 11.6 million by December 2024—a 16.2% year‑on‑year rise—driven mainly by holiday travel. Source: travelandtourworld.com and news.com.au.
2. Destinations & Spend
Asia remains Australia’s top region, now accounting for ~62% of outbound travel (up from 51% in 2019), while Europe shifted from ~21% to ~18% share in 2024. Annual outbound expenditure soared to A$85 billion in FY 2023–24—an A$24 billion jump from the previous year. Source: statista.com and designstreet.com.au
3. Seasonal & Itinerary Changes
Travelers now prefer “coolcations” and shoulder‑season trips: flight bookings to Europe in May–June are up 58%, as Australians avoid summer heat and crowds. Source: reddit.com
4. Travels Styles & Market Segments
Multi-day and traditional coach tours boomed: +48% passenger growth in 2024, though average spending per head fell by 22%. Q2 2024 saw a 26% surge in outbound holiday travel, fueled by Asia and NEC (North East Asia) destinations (+75%)
Source: travelandtourworld.com and designstreet.com.au
5. Key Australian Tour Operators
Prominent outbound providers include:
Intrepid Travel (Melbourne‑based adventure tours; 287 k customers in 2024; expanding into Northern Europe via Copenhagen office)
Helloworld Travel – Sydney‑based agency network, domestic & international itineraries
FCM Travel Solutions (Flight Centre Travel Group’s corporate arm)
Contiki Tours (youth market, global youth tours, including Europe)
Northern Europe: A Strategic Growth Market
1. Growth in Overnight Stays
Norway’s foreign overnight stays rose 22% in 2023; Sweden’s were up 11%, spurred by post‑COVID rebound and weaker currencies. In early 2024, overnight stays in Nordic countries exceeded 2019 levels: Norway (+18%), Sweden (+12%), Denmark (+9%). Estonian and other Baltic tourism lagged due to regional instability, with Latvia down 34%, Estonia –15%, and Lithuania –14%. Source: internationalairportreview.com
2. Traveler Behavior & “Coolcations”
A trend emerges: Australians (and Europeans) seek cooler Northern European summers to escape scorching Southern Europe
“Coolcations” to Norway (+40%), Iceland (+21%), Estonia (+60%), Faroe Islands in Denmark (+33%) are rising among Australians. Source: theaustralian.com.au
3. Why It Matters for Australia
Seasonal diversification: Northern Europe’s moderate summer climate helps offset overcrowding and heat in traditional summer hotspots. Cultural & ecological appeal: Nordic landscapes (fjords, auroras, dramatic coastlines) tap into Australia’s growing appetite for immersive, experience‑rich travel. Economic opportunity: Australia can cultivate niche tourism segments in Scandinavia/Baltics—tailored summer escapes, cruise access via Arctic gateways, etc. Source: afta.com.au
Conclusion
Australia’s outbound market has rebounded strongly post‑COVID, with travel volumes and spend exceeding pre‑pandemic levels. While Asia remains dominant, Europe—particularly Northern Europe—is emerging as a high‑growth region thanks to shifting traveler preferences, milder climate, and the rise of “coolcations.” Tour operators like Intrepid are capitalizing on this trend through strategic investments and route development. For Australian tourism providers, Northern Europe offers a golden opportunity to diversify offerings and appeal to environmentally and culturally conscious travelers.
ToolBox Consulting Ltd hosts Australia Roadshow 6.10 – 10.10.2025 covering cities such as Brisbane, Melbourne and Sydney.
