One in three Australians are considering going on a cruise this year, according to new research from the Tourism & Transport Forum (TTF) Australia, with interest in cruise holidays surging over the past two years.
A national survey of 1,500 Australians, commissioned from Pure Profile, shows 33 per cent of Australians surveyed are planning to go on a cruise this summer or within the next 12 months, up from 26 per cent in TTF’s last cruise survey published in January 2024.
Cruises are becoming more appealing for Australians looking for holidays that give them the best value for money, as cost-of-living pressures persist, TTF CEO Margy Osmond said yesterday.
“At a time when household budgets are under pressure, cruising bundles accommodation, meals, activities and transport into a single package, making it an exciting yet cost effective option for holidaymakers,” she said.
53 per cent of Australians surveyed believe cruising offers better value for money than other types of holidays, especially for families and older adults or retirees.
Osmond said the increased interest in cruising was also welcome news for the tourism sector, bringing more visitors and increased spending to destinations across the country.
“By working together, government and the cruise industry can ensure this growing demand is met, while maximising the benefits for local communities and the wider economy,” she said.
Under 35s looking to cruise
An increasing number of younger Australians are behind the rise in cruise holidays, with 44 per cent of Australians under 35 looking to go on a cruise this year, compared with just 35 per cent two years ago.
Interest also remains strong among those 35 to 44, a key demographic for families, with 42 per cent considering a cruise this year, particularly one within Australia, compared with just 20 per cent of Australians aged 65 and over.
“Cruises are increasingly catering to younger travellers and families, with incredible new onboard experiences,” Osmond said. “From surf simulators and indoor skydiving to trapeze schools, mini golf and even salt therapy lounges, innovation never stops. Add world-class dining and spectacular shows, and there’s something for everyone.”
Airlie Beach/the Whitsundays in Queensland, along with Sydney, ranked equal first as the most popular Australian cruise destination for 2026, followed by Hobart, Melbourne, Hamilton Island and Cairns.
“It’s no surprise that Queensland’s gateway to the Whitsunday Islands and the Great Barrier Reef continues to be a favourite for Aussie cruise travellers, offering stunning scenery and unforgettable experiences,” Osmond said.
“At the same time, our capital cities like Sydney, Melbourne and Hobart are also proving popular, showing that Australians are seeking a mix of iconic city stops and classic coastal destinations this coming year.”
New Zealand ranked as the most popular overseas cruise destination for 2026, followed by Europe, then the South Pacific, including Fiji and Vanuatu, then Japan and Tahiti.
Carnival Cruise Line’s assistant vice president Sales & Marketing, Anton Loeb, said the research underscored Carnival’s experience, sailing year-round from Sydney and Brisbane.
“Carnival is definitely seeing more young people – particularly millennials – embrace the great value of a cruising holiday,” Loeb said.
“In fact, about one-third of our guests are now aged under 35, reflecting the growing appeal of cruising for families and younger Australians wanting a stress-free holiday, with so much included in the cabin fare, including dining and entertainment.”
Loeb said Queensland continues to be Carnival’s most popular destination, sailing to Airlie Beach more than 40 times this year.
This year is also an exciting year for Royal Caribbean locally, Australia and New Zealand vice president and managing director Gavin Smith said.
“We’ve welcomed Anthem of the Seas to Sydney for the first time, giving Australian holidaymakers the chance to experience first-hand the innovative thrills, world-class entertainment and signature flavours that have made this ship a global favourite,” he said.
“It’s also a standout season from Brisbane, with Voyager of the Seas proving to be the perfect holiday match for the spirit of the Sunshine State – offering more island time than ever across Queensland and South Pacific destinations.”
Taronga Conservation Society Australia CEO Cameron Kerr AO said cruise passengers make up an important part of the Taronga Zoo visitor community.
“We’re thrilled to see cruise holidays on the rise this year,” he said. “Passengers stopping in Sydney can get up close with animals from Australia and around the world, creating memorable experiences with their families whilst knowing that every dollar spent at Taronga has the power to protect and save wildlife.”
