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‘Fortress Australia’ Has a New Message: Come Back

For nearly two years, the country projected a harsh message of rigidity and “rules are rules.” Will long-haul travelers bet on the easygoing, inviting image it is sending out now?

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By Tacey Rychter and Isabella Kwai

Moments after the Australian government announced that it would reopen the country’s borders to international travelers later this month, Emily Barrett locked in a fare for a flight to Sydney. The 32-year-old nanny from Palo Alto, Calif., spent three days researching and talking to Australian friends before she decided to book her trip to the island continent, which for two years had some of the world’s strictest border controls and longest lockdowns aimed at controlling the spread of the coronavirus.

“They all said, ‘if we go back into a lockdown now, people will go into the streets,’” she said. Her two-week trip is scheduled to start a few days after the border opens on Feb. 21.

Potential travelers and tourism operators alike are cautiously optimistic about the reopening of “Fortress Australia,” but many wonder if the isolated nation’s ongoing Covid restrictions — such as vaccine and testing requirements, as well as mask mandates — will make the return of international travel more of a trickle than a splash. Australia’s reputation for rigidity and reclusiveness during the pandemic — at odds with the inviting, easygoing nature portrayed by the country’s tourism boards — may also be a hurdle to overcome.

“There is no doubt that a full recovery will take time, but we are confident that the demand for Australia is strong,” said Phillipa Harrison, the managing director of Tourism Australia, the country’s tourism board.

Tourism was one of the fastest growing sectors in Australia’s economy before the pandemic, contributing 45 billion Australian dollars in 2019, or $32 billion.

Australia is among the world’s most immunized countries for Covid-19, with 94 percent of people over 16 fully vaccinated. Through 2020 and 2021, the country pursued a tough “zero Covid” strategy that closed national and state borders; restricted Australians from returning home and even leaving; enforced monthslong lockdowns and required its few visitors to undergo expensive hotel quarantines . Surging cases of the Omicron variant of the coronavirus in January, which persist, but have since declined , tipped most of the country into a new ‘living with the virus’ phase .

“It’s about coming back so the virus is under our control, whereas we felt that the virus was controlling us,” said Catherine Bennett, an epidemiologist at Deakin University in Melbourne, adding that opening the borders represented a turning point. “This is saying: We’re ready for this.”

Australia’s walls come down

Australia’s grand reopening comes with a few ground rules. Travelers entering the country must be fully vaccinated to avoid a costly hotel quarantine, and must test before arrival — somewhat common requirements for travel now.

But it will take a little more time for Australia’s welcome mat to roll out all the way. The entire state of Western Australia — a third of Australia’s vast land mass, but home to just 10 percent of the population — has essentially been closed to both international travelers and even vaccinated Australian citizens for most of the pandemic. It plans to reopen to vaccinated travelers on March 3, with testing rules on arrival. The state, which has reported about 2,900 total cases and 10 deaths since the pandemic began, is home to Perth — one of the world’s most remote major cities — more than 7,000 miles of coastline, the Kimberley region’s dramatic sandstone gorges and wine destinations like Margaret River. While the federal government can open the nation’s borders, the states can still set their own Covid restrictions, including entry rules.

“We desperately want people to come back,” said Graeme Skeggs, a general manager at Adam’s Pinnacle Tours , one of Western Australia’s larger tour companies, which, until the pandemic, operated luxury tours of the state’s renowned coastlines and landscapes. Much of their business evaporated after Covid struck, and some smaller operators the company worked with have closed. “Two years is a lot longer than any of us thought,” Mr. Skeggs said.

While many operators who rely on foreign tourists are hopeful, it’s clear that there is no simple return to prepandemic times.

China overtook New Zealand as Australia’s largest foreign tourist market for the first time in 2017, and 1.3 million visitors from mainland China spent more than $12 billion Australian dollars , or nearly $9 billion, in 2019, about 27 percent of the year’s international visitor spend.

With China still severely limiting outbound travel, that leaves a gaping hole in Australia’s tourism economy.

Michelle Chen opened the Apollo Surfcoast Chinese Restaurant in 2012 along Victoria’s Great Ocean Road — one of the state’s major scenic attractions, about a 2.5-hour drive from Melbourne — to cater to the hundreds of Chinese day-trippers who would stream off buses each day on their way to view the Twelve Apostles, a limestone rock formation farther down the coast.

When Australia closed to Chinese travelers on Feb. 1, 2020, she lost “nearly a hundred percent” of her business. In another stroke of misfortune, the restaurant burned down in April of last year. She reopened in December a few doors down. But Ms. Chen is not expecting her core customers to return for a long time.

She’s even revamped her menu, which used to feature dishes like Sichuan chile chicken that appealed to mainland Chinese visitors. Now the menu is “80 percent Australian-Chinese,” Ms. Chen said, with milder offerings like Mongolian beef. “I find I can’t sell the Chinese-Chinese dishes.”

Another thing desperately she’s looking forward to with the return of international travel: more workers. “Everywhere is shortage of labor,” she said.

The Djokovic drama

In January, the Australian Open — one of the country’s biggest sporting events, which draws hundreds of millions of viewers annually — became a media circus when Novak Djokovic, the world’s number one men’s tennis player, who is not vaccinated, was detained and finally deported from Melbourne because of his risk for “civil unrest.” The drama, which stretched on for 10 days, triggered protests in Australia from groups who believed the battle was the latest example of Covid-related mandates trampling public freedoms.

“Strong borders are fundamental to the Australian way of life,” the country’s prime minister, Scott Morrison, said after the decision to cancel the tennis star’s visa.

Australia’s fixation with border security is highly contentious within the country, particularly its harsh treatment of asylum seekers , but ultimately plays well with voters. But how would Mr. Djokovic’s unceremonious booting fit into Australia’s new “come on in” narrative?

“From our view, it really highlights the strength of Australia’s border policies,” said Chris Allison, Tourism Australia’s acting manager of the Americas. While Mr. Djokovic’s treatment was divisive, he said, it showed that “Australia has zero tolerance in terms of requiring vaccinations to come into the country,” and affirms the message of “how we’re trying to reopen our borders safely and protect the health of the nation.”

But time — and bookings — will tell if long-haul travelers are willing to bet on Australia’s reopening.

Some prefer to wait and see. Australia was where “everyone wanted to go” before the pandemic, said Samantha Carranza, a manager at Sky Tours , a travel agency in downtown Los Angeles. But “there isn’t much demand right now,” she said, adding that Australia’s protectiveness has made her clients cautious to travel there. “No one’s sure if it’s really open or not. Will it close again, will they get stuck there?”

The data shows that interest in travel to Australia is already on the rise: Flight bookings were up 200 percent following the border-opening announcement compared to the week before, according to Forward Keys, a travel analytics company.

“While the immediate jump in bookings is encouraging, the overall booking volume compared to the equivalent week in 2019 is modest,” said Olivier Ponti, the firm’s vice president of insights.

“I imagine there will be more and more confidence over the course of the year,” said Christie Hudson, a senior public relations manager at Expedia, the major online travel agency. “People are really ready to start thinking about these bucket-list trips again. I think for a lot of Americans, Australia is a bucket-list-type trip.”

Opening Aboriginal Australia to the world, cautiously

Cultural experiences led by Australia’s diverse Indigenous groups will be a focus of marketing to overseas travelers, according to Tourism Australia. But in the Northern Territory, the region with the highest proportion of Indigenous people, many remote communities are barred to outsiders until at least March 3 in an effort to protect the residents there from infection.

International visitors are key for the region’s Indigenous tourism sector: Before the pandemic, nearly 70 percent of overseas visitors to the Northern Territory engaged in Aboriginal tourism activities, compared to 16 percent of Australian tourists.

Victor Cooper, who owns and operates Ayal Aboriginal Tours in Kakadu National Park, said he used to welcome visitors from Europe and the United States to his “grandmother’s country,” where he taught them about bush tucker (native foods) and told traditional stories of the land.

“I had a really, really good thing in the overseas market, it took a long time to get that,” Mr. Cooper said. He has not had any overseas bookings since the reopening announcement, and worries things may be “complicated” for a while yet. “I don’t think I’m going to get the clients I used to have back in 2019.”

Other tourism operators are already seeing signs of recovery, which gives them hope for a better year ahead.

“It’s good to see people again,” said Dave Gordon, an employee at Wake Up Bondi , a hostel on Sydney’s famous beach, of the limited number of travelers who have been filtering back in recent months. “It’s exciting.”

Since the news of the border reopening, booking numbers for later in the year have risen, he said.

The first year of the pandemic was “quite a struggle,” he said. To survive, the hostel, which is on Bondi Beach’s main thoroughfare, slashed its rates and accepted longer-term lodgers, and even closed for a period.

But the border opening removes a major hurdle for him and other operators across the country, who want to convey a clear message for would-be tourists thinking of Australia: “Come!” he said. “This is the time to travel.”

Follow New York Times Travel on Instagram , Twitter and Facebook . And sign up for our weekly Travel Dispatch newsletter to receive expert tips on traveling smarter and inspiration for your next vacation. Dreaming up a future getaway or just armchair traveling? Check out our 52 Places for a Changed World for 2022.

Tacey Rychter is the social editor for the Travel section. More about Tacey Rychter

Isabella Kwai is a breaking news reporter in the London bureau. She joined The Times in 2017 as part of the Australia bureau. More about Isabella Kwai

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International travel is high on the agenda for many Australians, but there is a lot we do not know about how it will work, prompting calls from passengers and the aviation industry for clarity from the federal government. 

Key points:

• The aviation industry wants answers about how and when Australia's international borders will be reopened 
• Experts say the national plan is too vague and are concerned some states will not follow it 
• Scrapping quarantine is seen as crucial to encouraging inbound tourism

Gill Harris is one of many Australians who have been separated from their family overseas for almost two years because of travel bans.

In that time Ms Harris and her partner have missed celebrating important birthday milestones with their UK family, postponed their wedding twice and had a baby.

"We would have loved for them to meet our son. We speak to Grandma every day. She doesn't want to miss out on a thing and she's desperate for a cuddle if we can get home for Christmas," she said.

Ms Harris has booked tickets to London with Qantas on December 19. But while airlines are selling tickets, there is no guarantee Australia's international borders will be open in time.

"It's quite stressful, really. We would just love some certainty from the government," she said.

Airlines call for answers 

According to the national plan, when 80 per cent of Australians aged 16 and over are double vaccinated there will be a "gradual reopening of inward and outward international travel with safe countries," as well as "proportionate quarantine and reduced requirements for fully vaccinated inbound travellers."

Last week, Tourism Minister Dan Tehan said he hoped  international borders would reopen by Christmas "at the latest ".

But while airlines like Qantas have been bullish about selling tickets to London, the United States, Singapore, Japan and Canada from mid-December , others in the aviation industry are concerned about the timeline and the lack of clarity about how the reopening will work.

The Board of Airlines Representatives Australia (BARA) said airports were currently not resourced to handle additional international flights and there had been limited engagement with the industry from governments at all levels about how to plan for an increase in services. 

The International Air Transport Association (IATA), which represents 82 per cent of the world's airlines, has warned that some carriers may choose to fly elsewhere if the uncertainty continues.

Before the pandemic, 52 airlines serviced Australia but now there are only 18. 

"Other parts of the world are opening up so airlines have to prioritise their operations and their network. If you can start flying much more to Europe, for example, then guess what, they are just going to take their services over there," IATA Asia Pacific vice-president Philip Goh said.

Singapore Airlines has cancelled additional December flights to Australia because of the ongoing uncertainty around the travel bubble with Australia that was referred to in the national plan.

"We don't have that clarity around whether international arrival caps will continue to be in place come December, and whether or not, or how, incoming passengers will be treated and classified by the government," said Karl Schubert, south-west Pacific public relations manager at Singapore Airlines. 

Singapore Airlines has been operating at 9 per cent capacity because of passenger caps. Like other airlines, it has underwritten the cost of flying almost empty planes with air freight. 

"We have about 600 empty seats a day [to Sydney] that can be filled with the flick of a switch. So ultimately, we're certainly looking forward to getting that clarity from government so we can get more Australians home and being able to reconnect families a lot sooner."

Cathay Pacific south-west Pacific general manager Rakesh Raicar said Australia was an important market for the airline but added that more clarity was needed to measure demand and plan additional services. 

"And when I say not enough clarity, we do not know yet where Australians will be allowed to travel. Is it going to be some countries? Or is it going to be all countries?" 

Mr Raicar also wants a consistent approach from all states would be needed when international borders reopen.

That is unlikely because Western Australia, Queensland and Tasmania are backing away from opening their borders when 80 per cent of Australians aged 16 and over are vaccinated.

Quarantine measures likely to dampen demand 

Quarantine is another big issue that will affect demand for overseas travel. At the moment, only South Australia and New South Wales have committed to trialling home quarantine. 

Despite missing her family terribly, Ms Harris will cancel her family's trip to the UK if they have to quarantine at a hotel on their return. 

"We just don't think that having Harry, who will be 10 months old by then, in a hotel for two weeks would work," she said.

Europe, the US and the UK do not require fully vaccinated travellers to quarantine. Instead, passengers must have tested negative for COVID-19, 72 hours before arrival. 

Mr Goh said any requirement for passengers to quarantine on arrival would be a disincentive for tourists to visit Australia.

"Quarantine is the one thing that stops many people from thinking about travelling particularly on leisure but actually for business as well," he said.

"Parts of Europe and USA are already taking off quite nicely because there's no quarantine required."

Passengers in for a 'rude shock'

Aviation commentator Geoff Thomas, from Airlineratings.com, is critical of the federal government's handling of reopening international borders. 

"Because at the moment, there's confusion, it's very concerning, particularly when you look at the track record with the vaccine rollout, which has been a complete shambles. I fear that the international border opening is going to be a similar shambles," he said.

Mr Thomas expects that only a few travel corridors will reopen -- like New Zealand, United Kingdom and the United States. 

"I think a lot of passengers think we're going back to January 2020 when the whole world was normal. They're in for a rude shock," he said.

Then there is the issue of vaccine certification verification. The federal government is paying Accenture an estimated $75 million to develop a Digital Passport Declaration (DBD). IATA is also working on a vaccine passport application that would provide whole-of-trip verification. 

Some vaccines may not be recognised by different countries. For example, at the moment the United States does not recognise AstraZeneca (Vaxzevria). Passengers must instead have had Pfizer or Moderna. 

In addition to those considerations, aviation analyst Neil Hansford said passengers would need to be wary of layovers in countries with questionable COVID-19 vaccination standards.

Mr Hansford is currently consulting on the launch of a North Pacific airline and expects new travel destinations in that region to open up for Australians. 

"No Australian is going to want to go to a country where the people aren't already double vaxxed, and that had a proper record in COVID with only having minimal numbers. You've got Pacific Island nations that have had none or two deaths," he said.

International travel a long way off for many 

It's also unclear if  Australia will recognise vaccines like Sinovac , which has been widely used in countries like China, Indonesia, Thailand and Brazil. 

Mingming Cheng, an academic from Curtin University, said blocking Chinese tourism would hurt Australia's tourism sector.

Before the pandemic, the majority of our inbound international tourists came from China, with a spend of $12.4 billion in 2019.

Australia's closed borders means Mr Cheng and his wife and their newborn daughter have been blocked from seeing their family in China.

Like Ms Harris, they've used video calls to stay connected with their parents overseas. 

"It's actually created some emotional stress for our whole families," he said.

Analysts expect airfares to stay competitive 

In some good news, analysts do not expect airfares to remain at inflated prices. 

The cheapest return ticket from Sydney to London in mid-January is $2,066, while Sydney to Los Angeles will cost $1,420 and Sydney to Singapore will set you back as little as $1,068, according to price comparison website Skyscanner.    

Mr Thomas said with so many unknowns airlines had little choice but to incentivise travellers with well-priced fares. 

"That's been the experience overseas. And I think it'll be the experience in Australia," he said.

The ABC has contacted the Tourism Minister Dan Tehan's office to request an interview. 

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16 things to know before going to Australia

Nov 3, 2023 • 10 min read

Follow these tips on health, safety, and etiquette for the best travel experience in Australia © John Crux Photography / Getty Images

As an Australian living in New York in my early 20s, I found myself fielding a wide range of questions about my home country.

Some were amusing, others were downright bewildering: “Do you ride kangaroos to school?” “Are there drop bears in the woods?” “Are Australian dollars really called ‘dollarydoos’?” 

Australia can feel like an enigma, particularly for foreign travelers. It's a land filled with myths and misconceptions that could fill volumes, and the idea of Australia being a homogenous country is far from accurate. In reality, it's a diverse mix of cultures and ethnicities, with a rich Indigenous history spanning tens of thousands of years. Australian cities are multicultural hubs and most Australians live in vibrant urban centers – a sharp contrast to the rugged Crocodile Dundee  stereotype.

This abundance of misinformation can make it challenging to prepare for a trip Down Under. To help you separate fact from fiction and ensure a smooth and enjoyable visit, here's a local’s guide to Australia and its people, including top tips on health, safety and etiquette.

1. There is no “right” time to visit Australia

Australia is almost as big as the United States, with everything from lush rainforests to snowy alps. Our weather varies significantly depending on where you are in the country and the time of year. The Northern Territory’s Top End remains hot year-round, with only two distinct seasons (the “wet” season and the “dry” season). In contrast, New South Wales experiences everything from blisteringly hot days during the summer to sub-zero temperatures during the winter. Even the Red Centre’s temperatures range from 3°C (37°F) to over 40°C (104°F) throughout the year.

Each state and region dances to its own climate tune, so think regionally when considering the best time for your visit  and pack accordingly. To catch Uluru at its best, for example, opt for cooler months (between May to September) to avoid walking the base on a scorching day. In Tasmania , coastal heaths bloom from late October to early November, while food festivals are held from March to May. Winter is when Tasmania and the mountainous regions of New South Wales and Victoria experience snowfall. Meanwhile, visitors might find themselves cooling off in ocean waters along the East Coast year-round. 

2. You’ll need to save money for your dream Australian holiday

Australia isn't known for being budget-friendly, particularly in cities such as Melbourne and Sydney. Iconic experiences like four-wheel driving across K’gari (formerly Fraser Island) or snorkeling on the  Great Barrier Reef can be expensive, with tours and experiences costing hundreds of dollars per person.

However, smart planning and a clear budget can help you make the most of your money. Many of Australia's top outdoor attractions are free; from scenic drives along the Great Ocean Road to swimming at Bondi Beach .

3. If you want to see a kangaroo, get out of the city

Kangaroos aren't a common sight on bustling city streets – but you don’t necessarily have to “go bush” to see them. Instead, you'll find them in suburban areas including on golf courses, where they love to congregate on the links.

However, most kangaroo encounters usually happen during hikes or on road trips through regional landscapes, especially at dusk and dusk when they’re most active. Farm stays are also a great option if you want to see more of Australia’s wildlife . (And before you ask: Yes, you can eat kangaroo. It’s delicious.)

4. Australia is home to the oldest continuous living culture in the world

Australia's Indigenous population includes both Aboriginal and Torres Strait Islanders . This population is not a single group, but rather a rich tapestry of  hundreds of distinct groups or “nations,” each with their own languages, histories, and cultural traditions. Translation? Not every group plays the didgeridoo or uses a boomerang.

During your visit, you’ll have the opportunity to learn more about the traditional landowners, with Aboriginal museums and art galleries dotted across the country. Indigenous-led tours – including those that are part of the  Discover Aboriginal Experiences collection – are a great way to learn more.

5. Be prepared to talk to strangers on the train

Aussies are incredibly friendly and enjoy a good chat. You might find someone starting a conversation with you on a train or even stopping you on the street for a quick “chinwag.”

Australians are also known for their courtesy and manners. They'll hold doors open and if you're in their way, they'll step aside. As a visitor, it's important to be mindful of your surroundings and return the favor by holding a door or an elevator – a small gesture that means a lot.

6. The Great Barrier Reef is vulnerable – but it’s not “dead”

The Great Barrier Reef – arguably Australia’s most iconic attraction – made headlines in 2016, when reports claimed it was “dead” following coral bleaching events.

There’s no question that climate change has had an adverse effect on the Great Barrier Reef . In addition to increasing water temperatures, the vulnerable ecosystem has also been impacted by pollution from land run-off and the increasing severity and frequency of cyclones. 

However, the Great Barrier Reef is more resilient than you think. It’s also far from lifeless. If you dive into the water, you may see evidence of bleaching events, but you’re just as likely to see colorful corals teeming with life. Increasingly, visitors can also get involved in reef restoration, including by participating in citizen science surveys such as  Eye on the Reef.

7. Walking around barefoot is normal

Be prepared to see many Aussies strolling around barefoot, even in cities and public places, such as grocery stores, cafes and hardware stores.  

Why? It all comes down to beach culture, which has a way of spilling over into everyday life, whether there’s sand and salt water present or not. 

8. Keep a sense of perspective about crocs, snakes and spiders

Despite the famous belief that all wildlife Down Under is out to get you, a 2017 study conducted by Melbourne University researchers found that horses have caused more deaths in Australia than all the venomous creatures – including snakes and spiders – combined.

The reality is that crocodiles aren't wandering the streets (they’re only found along coastlines and waterholes in Western Australia, the Northern Territory and Queensland) and you’re more likely to encounter possums and harmless insects in buildings. Just be cautious of swooping magpies if you're in parks between August and October. This is when they’re breeding and are protecting their eggs or newly hatched chicks. 

9. Restaurant kitchens close between 3pm and 5pm 

Australia's urban and rural areas have their own life rhythm. In cities, restaurants tend to wrap up service by 11pm, but it's as early as 8pm in rural areas. Nightclubs and bars close around 2am.

What catches many travelers off-guard is that there's also a mid-afternoon dead zone between 3pm and 5pm, when the majority of cafes and restaurants are closed. Even the kitchens in pubs may not do food service at this time. If you’re after something to eat between these hours, fast food is your friend.

10. You don't need to tip in Australia

Australia's minimum wage is higher than in many countries. (At the time of writing, the national minimum wage is $23.23 per hour.) As a result, tipping isn’t customary in Australia, as all service charges are already factored into the cost of your meal. However, if you genuinely wish to show appreciation for outstanding service, tipping is at your discretion.

11. Australians speak an entirely different kind of English

Australians are renowned for their own unique take on the English language and you’re going to encounter a lot of slang from locals. Regional variations also exist, so if you meet someone from outback Queensland , they’re going to sound a little different to someone from Brisbane .

“Arvo” (good afternoon) is not to be confused with “avo” (avocado). You buy booze from the “bottle-o” and get “petty” (petrol or gas) from the “servo” (service station). Many words are abbreviated, with an “o” or “ie” added to the end. Endearing terms like “mate” are also common, but phrases you likely won’t hear (from anyone under the age of 60, at least) are “crikey” or “fair dinkum.” 

One thing you will hear? Colorful language. Don’t be surprised or take offense if you catch an Australian dropping a swear word during a chat. It’s normal.

12. Meat pie, Vegemite and chicken salt are must-try foods

Australia lacks a single defining cuisine, but few things are as quintessentially Aussie as tucking into a steaming meat pie, traditionally served in a paper bag with a generous squeeze of tomato sauce (ketchup). It's a deliciously messy experience and an integral part of Australian food culture .

Vegemite is also a must-have experience. Spread a thin layer (thin being very important) on toast for a salty kick. Speaking of salt, chicken salt on hot chips (fries) is a near-obligatory and delightful initiation for newcomers. This seasoning has been a popular add-on to fries since it was launched in Australia in 1979. (By the way, it’s usually vegan. There's no actual chicken in it; just a lot of MSG.)

13. Snorkeling on the Great Barrier Reef requires covering up

Are you excited about that cute holiday snap snorkeling on the Great Barrier Reef? Don’t spend too much time selecting a bathing suit for photo ops as nobody will see it. 

That’s because from May to November, it's stinger (jellyfish) season in tropical north Queensland. You'll need to don a rather stylish stinger suit supplied by your tour boat operator, complete with a hood and mitten-like hand covers. It might look a bit peculiar, but it's your best defense against the venomous and often hard-to-spot irukandji and box jellyfish that lurk in the water. It's much better than the alternative – getting stung.

14. People walk on the left

On sidewalks, trails and stairs, sticking to the left helps maintain a smooth flow of foot traffic and prevents any awkward dance moves with strangers trying to pass. Some train stations have arrows to direct the flow.

This practice also aligns with Australia's left-hand driving tradition. According to the UK’s National Motor Museum, driving on the left may have emerged as a safety measure, particularly when the main road hazard was highway robbery. Travelers would pass oncoming strangers on their right side, keeping their sword arm toward the passer-by. (Don't worry, you won't be jousted in Australia.)

15. The Outback can be unforgiving

Don't underestimate the harshness of the Australian Outback . Although it covers roughly 70% of the Australian continent, only around 5% of the population lives there. For those unprepared for its remote conditions, it can also present danger. A broken-down car, for example, could lead to heat exhaustion, dehydration, or worse.

So, if you're planning an independent outback road trip – to the Nullarbor Plain or  Flinders Ranges , for example – do your homework and prepare for anything and everything. Stock up on water, go slow (especially on gravel roads), and let someone know your plans because the phone signal is spotty at best. For added safety, consider a personal locator beacon to instantly alert emergency services in case of trouble. If that sounds daunting, countless tour operators are pros at taking tourists – safely – through these iconic landscapes.

16. Beware of dangerous currents when swimming in the ocean

The primary danger for swimmers at Australian beaches isn't the wildlife; it's the perilous underwater currents known as “rips.” Rip currents have the potential to pull swimmers out to sea and are typically found in areas with underwater sand banks that obstruct the free flow of water back to the shore.

Not every beach is patrolled by lifeguards, so it's best not to risk it if you're not a confident swimmer. Just dip your ankles in for the same feeling.

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Nielsen data reveals australia’s top travel trends and the brands spending big to attract aussie tourists, 4 minute read | april 2024.

• Industry’s biggest ad spenders revealed as travel marketing budgets jump 8% quarter-on-quarter
• Top local and overseas destinations revealed
• Most popular Aussie travel websites
• The winners and losers of the frequent flyer war

Sydney – April 30 , 2024 – As many Australians return from a much-needed retreat over the recent school holiday break, millions are already planning their next getaway, embracing travel rewards schemes, while being wooed by travel brands spending millions to get their business.

Nielsen Consumer & Media View (CMV) data shows that 76% of Aussies plan on travelling domestically in the next 12 months, while more than half (52%) have their eye on an overseas destination.

Top domestic destinations

Younger Aussies (25 to 39) are the most likely to be bitten by the domestic travel bug, with 78% planning to holiday locally in the next 12 months. Sydney narrowly beats Melbourne as the preferred place to visit, followed by The Gold Coast, Regional NSW, then Brisbane.

Top overseas destinations

The even younger 18 to 24 age group are the most likely to travel overseas, with 58% planning to travel abroad in the coming year. The UK tops the list of desired OS destinations, followed by New Zealand, Japan, The USA and Indonesia.

While most Aussies are looking for a beach getaway when it comes to staying close to home, they prefer a trip involving plenty of sightseeing, followed by some rest and relaxation, once they leave the country.

Top travel websites

Data from Nielsen Digital Content Ratings (DCR) saw Qantas claim top spot when it comes to travel websites, followed by Trip Advisor with 5.82 million and 5.02 million users respectively in Q1 of this year. Booking Holdings Network was the third-largest platform in terms of users with 2.5 million.

Average user engagement time on most travel platforms was also consistent from Q4 2023 to Q1 2024, although Royal Caribbean Cruises and  Anytrip.com.au  led the pack. On average, Royal Caribbean users spent roughly 29 minutes interacting with the platform, while Anytrip users spent almost 27 minutes on the platform.

Top frequent flyer programs

The number of Australians who are members of a frequent flyer program also increased, with 57% of all Australian consumers now part of some sort of travel rewards scheme. Qantas remains the market leader with a 45% share of the market, followed by Virgin (31%), and other smaller players making up the remaining 24%.

Top travel advertisers

In addition, Nielsen Ad Intel data also shows that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8% from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. 

Nielsen Ad Intel’s Australia Commercial Lead, Rose Lopreiato, said: “Australians’ love of travel continues to defy cost of living pressures, as shown by an 8% jump in travel ad spend this quarter. You can’t get a stronger indicator than that when it comes to how marketers and advertisers are spending in order to maximise ROI, forge lasting connections with brands and consumers, and do so in the most economical way possible. From competitive ad spend analysis, to knowing what your competitors are saying in market and the deals and offers you’re up against, Ad Intel helps you understand which ads are driving your competitors spend and where”.

Glenn Channel, Nielsen’s Pacific Head of Advanced Analytics added: “More than ever, brands need data that gives them the edge on their competition. That means going above standard demographic information, and understanding consumers, in this case travellers, as unique groups, who are motivated by more than just the urge to get away. Nielsen CMV enables brands to see consumers through an advanced audience lens, delivering a more holistic picture of behaviours and preferences with surprising linkages and purchase triggers that other consumer insight providers can’t match.”

About Nielsen

Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences – now and into the future. Nielsen operates around the world in more than 55 countries. 

Learn more at www.nielsen.com and connect with us on social media (Twitter, LinkedIn, Facebook and Instagram). 

Media Contact

Dan Chapman Assoc. Director, Communications, Nielsen APAC [email protected] +61 404 088 462

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Chilling find in search for missing Aussie brothers on surf trip in Mexico

Investigators have made a grim discovery as part of their search for Australian brothers who went missing on a surf trip in Mexico.

Chilling final post from Aussie in Mexico

Travel chaos, luxury cars float in streets

Staff ‘screaming and crying’ after call

A burnt-out white ute, which is believed to belong to one of the Perth brothers missing in Mexico, has been found.

Brothers Jake, 30, and Callum Robinson, 33, and their friend Jack Rhoad, 30, had been on a surfing and camping trip in the Baja California region of Mexico, near Ensenada when they vanished earlier this week.

Family and friends took to social media to ask for help to find them after they failed to check into their Airbnb in Rosarito, near the US-Mexico border on Saturday morning.

On Friday morning, Baja California Attorney-General María Elena Andrade Ramírez told reporters three Mexican people had been arrested in connection to the case, Nine reports.

It is understood police were able to make the arrests after one of the brothers’ mobile phones was turned back on, and pinged a local mobile tower.

A woman was found in possession of the phone as well as some illicit drugs.

She was arrested along with two other men.

Ms Ramírez said three abandoned tents had been found south of the Ensenada region where the boys were believed to be staying before they disappeared.

Local media has reported blood was discovered in the tents.

A burnt-out car was also found on a ranch in the Santo Tomás area after the ranch manager called 911 on Thursday (local time), according to local media TalkBaja.

A check of the vehicle’s VIN reportedly identified it as belonging to one of the three missing surfers.

The men were said to be driving a Chevrolet Colorado with the Californian number plate 70189W1.

“A working team (of investigators) is at the site where they were last seen, where tents and other evidence was found that could be linked to these three people we have under investigation,” Andrade Ramírez said on Thursday, the Washington Post reports.

“There is a lot of important information that we can’t make public.”

Prime Minister Anthony Albanese told reporters on Friday morning that DFAT has been in touch with the brother’s family.

‘This is a really concerning situation,” he said.

“Our embassy in Mexico is working with local authorities as well to try to ascertain what has happened here.”

“We hope that these brothers are found safely but there is real concern about the fact that they’ve gone missing.”

“Their mother is obviously very distressed about this and we just hope for a positive outcome.”

Mrs Robinson made the call-out on Thursday after she hadn’t hear from her sons in a few days.

The brothers failed to check in to their Airbnb and Callum who was due back at work in San Diego never turned up.

“Reaching out to anyone who has seen my two sons,” Ms Robinson wrote on Facebook.

“They are travelling with another friend, an American citizen.

“They were due to book into an Airbnb in Rosarito after their camping weekend but they did not show up.”

Their mother is also particularly concerned because Callum suffers from type 1 diabetes.

She also shared a photo which said her sons had gone missing around the Rosarito and Ensenada region of Baja California on Saturday morning.

Rosarito is a coastal city in Baja California, Mexico and is about an hour’s drive north of Ensenada and a 45 minute drive south of the US city of San Diego.

Lacrosse Australia issued a statement on social media expressing its concern over the whereabouts of Jake, Callum and their friend, Jack Carter Rhoad.

It described Callum as an “Australian lacrosse star”.

“We urge the Australian lacrosse community and our global lacrosse family to continue sharing the post from Callum’s friends and family (located on the LA Facebook and Instagram story) in the hope that Callum, Jake and Jack are found safe and sound,” it said.

“Our thoughts are with the families and friends of the Callum, Jake and Jack during this incredibly stressful time.”

WA Premier Roger Cook said the situation was “very worrying”.

“When we do send our young men and women overseas to enjoy that adventure holiday, they invite an element of risk and this is really quite distressing,” he told reporters.

“I understand that one of the individuals has a medical condition that would need ongoing care, so I share concerns of all Western Australians in terms of their welfare.”

The Department of Foreign Affairs and Trade confirmed they were assisting the family.

“The Department of Foreign Affairs and Trade is providing consular assistance to the family of two Australians reported missing in Mexico,” a spokesperson said.

“Owing to our privacy obligations we are unable to provide further comment.”

Images posted by Callum Robinson from the shore of Rosarito Beach in Baja California were posted shortly before he and brother Jake disappeared.

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Nearly half of all aircraft noise complaints in Australia last year were filed by a single person, who complained 20,716 times

• A Perth resident accounted for nearly half of Australia's aircraft noise complaints in 2023.
• There were 51,589 in total, with one person who lives under a flight path complaining 20,716 times.
• Research indicates aircraft noise can impact health, well-being, and even someone's finances.

Someone living under a flight path in western Australia is a prolific complainer.

In fact, their complaints amounted to nearly half of all complaints about air traffic noise pollution made in Australia last year.

According to data provided by Airservices Australia, the unidentified person from Perth complained about the sound of overflying aircraft 20,716 times last year.

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The West Australian was one of the first media outlets to report this.

In comparison, according to Airservices Australia's data, the runner-up complainant from near Brisbane made 4,071 complaints.

There were 51,589 complaints in total last year, data shows — more than double the 2022 tally of 25,178.

Airservices Australia, responsible for managing air traffic in Australian airspace, provided the submission to a Senate inquiry into the impact of aircraft noise on cities and regional centers.

Those living under flight paths can be adversely affected by traffic passing overhead.

According to the UK Civil Aviation Authority, noise pollution from planes can harm a person's health and well-being.

Besides causing general annoyance, research indicates it can impede children's school performance, disrupt sleep quality , and even elevate the risk of cardiovascular disease , the CAA said.

Research about one specific airport in the US, Baltimore-Washington International Thurgood Marshall Airport, found that loud noise from aircraft also has financial implications on residents, owing to lost productivity and the need for medical treatment.

The study estimated that the combined medical cost burden for those living near the airport would be $800 million over 30 years.

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