CATO releases annual Australians on Holiday Report

The Council of Australian Tour Operators (CATO) has released its annual Australians on Holiday Report with 2024 availed data revealing a resilient and maturing recovery in outbound leisure travel.

The report highlights Australians’ growing preference for structured, experience-rich holidays – with touring continuing to play a central role in shaping travel choices.

Drawing on a combination of Australian Bureau of Statistics (ABS) data, independent consumer research, and benchmarking insights derived from CATO’s accreditation program, the report presents a comprehensive view of Australia’s outbound leisure travel landscape.

In 2024, more than 6.9 million Australians travelled overseas for holiday purposes – a 21 per cent year-on-year increase. While growth was recorded across all regions, Asia emerged as the standout, welcoming nearly 4 million Australian holidaymakers. Travel to North-East Asia, including Japan and South Korea, surged by an impressive 73 per cent.

“We’re seeing more Australians value the depth and convenience that touring offers – particularly in complex or culturally rich destinations,” CATO managing director, Brett Jardine, said. “Whether it’s a traditional coach journey, a small or private group or a luxury rail journey, the appetite is strong and growing.”

Report highlights:

• Asia attracted 3.97 million Australian holidaymakers in 2024, with significant year-on-year growth in:
  • North-East Asia (+73 per cent)
  • South-East Asia (+25 per cent)
  • South and Central Asia (+31 per cent)
• Holidays under 14 days make up the bulk of outbound travel, with 7- to 14-day trips growing by 27 per cent and trips under seven days surging 31 per cent over 2023.
• Passenger numbers in land-based multi-day tours rose by 48 per cent, despite a dip in average spend. The total sector spend now exceeds $5 billion.
• Tour operators report strong momentum in small group, active, and luxury touring, particularly among the 50+ market and adventure-driven travellers under 40.
• Benchmarking data derived from CATO’s independent financial analysis of members shows 1.7 million Australians travelled with CATO Members in 2024, close to 1 in 4 of all outbound holidaymakers.

Jardine also highlighted the launch of CATO’s Touring Academy in 2024, the growing recognition and value attributed to the CATO Accreditation program, and upcoming initiatives including the launch of the CATO Summit, reinforce touring’s position as a premium, enriching and safe travel option.

With international holiday travel nearing pre-pandemic levels, the Australians Abroad 2024 Report confirms that the touring sector remains a cornerstone of outbound travel’s growth and evolution.