New research shows more people want to holiday in Melbourne, lured by sporting events, art exhibitions, shopping, dining and nightlife to the Victorian capital.
The Roy Morgan Research Holiday Tracking Survey, out this week, showed that in 2016, Melbourne was the most desirable capital city by far, with just over 4.2 million people saying it was on their holiday wish-list.
This was an increase of 33 per cent over the last decade.
Sydney’s rise wasn’t quite as steep, from 1.9 million people to 2.4 million, but this was enough to keep it in second place with all age groups.
The 50-64 year-old age bracket showed strong growth for both Melbourne and Sydney, while there was extra interest in Perth, Darwin, and particularly Canberra, from people aged 65 and over, compared with 10 years ago.
Hobart and Adelaide also made marked gains in 2016 among the 25-34 year-old group compared with 2006.
Roy Morgan Research spokesman Norman Morris said that Perth was once Australia’s third-most desired capital city destination but it had given way to Brisbane, Hobart and Canberra over the last 10 years.
“Certainly, over the last 10 years, Hobart’s cachet has been boosted by MONA (Museum of Old and New Art), while Brisbane’s burgeoning foodie culture could be capturing the imagination of a different kind of traveller than in previous years,” Mr Morris said.
“But Perth’s star seems to have dimmed in the aftermath of the mining downturn — with other famed WA destinations such as Broome and Margaret River also losing popularity in the last decade.
“In contrast, Melbourne’s continued ascendance is testament to the city’s cross-generational appeal. With its blockbuster sporting events and art exhibitions; sensational shopping, dining and nightlife; and countless day-trip possibilities, Melbourne does indeed have something for everyone.”