New Big Red Group report finds Australia’s experience operators on road to recovery after a challenging half-decade, as consumers increase spending and inbound tourism rebounds

From recovery to resurgence: Inbound tourism and travel trends signal strong year ahead for Australian experiences industry

New ‘Seasonal Experiences Index’ from Big Red Group reveals the state of the nation’s tourism and experience industry through the Spring/Summer season.
Many tourism and experience operators are on the road to recovery after a challenging few years, as consumers increase spending on travel and inbound tourism rebounds – up by +84% year-on-year.
In Spring/Summer, Australians traded long-vacays for shorter stays, embraced the arts by checking out Art Galleries and Museums, and got all revved up for V8 Supercars experiences.
China’s inbound rebound has hit the arrival lounge alongside consistent bookings from Korea and Taiwan, while major sports events are providing a huge boost for the industry – and travellers are splashing cash on wellness and Indigenous tourism.

20 March, 2025: Inbound travel is officially back – and in a big way, with international bookings up 84% year-on-year. It comes five years after the industry ground to a halt as the COVID-19 pandemic hit and Australia closed its international borders.

The Seasonal Experiences Index: Spring/Summer 2025 report from Big Red Group found that bookings to date are already up by almost two-thirds (+64%) in 2025 vs. the same period in 2024, pointing to a positive year ahead.

The report, which analyses booking data from over 650,000 experiences taken between 1 September and 28 February, revealed that there is finally light at the end of the tunnel for the nation’s experience operators. Total travel consumption, intent to spend, and Australian tourism jobs have all experienced upticks – creating an air of cautious optimism among the industry.

Key findings within the report include:

Sunshine state of mind : Sydney may have reigned supreme as the top experience destination for Spring/Summer, however, Queensland had the most entries with Cairns, Surfer’s Paradise and Coomera all ranking highly.

Travellers taking to the waves: Australia saw an inbound tourism boom, with soaring demand from China, Taiwan, and Korea. International travellers flocked to experiences like Scenic & Dining Cruises (+5,494%), Whale & Dolphin Watching (+88%), and Reef & Island Cruises (+148%), making waves in the industry.

Short-stays over long vacays: Australians recharged with more mini-breaks over Spring/Summer with Sightseeing Tour Getaways (+675%), Country Getaways (+53%) and Beach Getaways (+55%) all surging in popularity over longer vacations.

Culture calls: Aussies are embracing the arts, with bookings for Art Gallery & Museum experiences up by 30.1% YOY – and they are putting brush to canvas too with Art & Crafts Classes experiencing a 101.4% increase.

Wild weather wreaks havoc: Queensland felt and continues to feel the effects of extreme weather – with visitor numbers in Spring/Summer heavily skewed by tourism recovery measures, which is likely to continue for months to come. Bright sports included Ipswich Hinterland and Rocklea – Acacia Ridge who grew by +13.0% and +28.3% respectively.

Quality over quantity: While consumers are continuing to be mindful of their purchasing decisions, resulting in a slight dip in booking volume, they’re continuing to adopt a ‘quality over quantity’ mindset, with average order value increasing for RedBalloon and Adrenaline as Aussies spend more overall on experiences.

Sports shifting tourism into high gear: Major sporting events like the NRL Grand Final and Bathurst 1000 are driving sport-based travel experiences. V8-related purchases accelerated by 32% YOY and Formula One’s Melbourne Grand Prix saw inner-city bookings around the time of the race surge by +67% last year, with the trend expected to grow in the coming year.

Self-care soars: The Spa category is up by 125.3% year-on-year, reflecting the increasing focus on self-care and relaxation as health-conscious travel experiences are anticipated to achieve a market size of $624 million AUD in 2025.

Commenting on the report, David Anderson, CEO & Co-Founder at Big Red Group, said:

“Australia’s tourism and experiences industry is finding its stride again, with inbound travel surging and domestic travellers embracing new ways to explore and intent to spend on the rise. With 650,000 experiences taken across RedBalloon, Adrenaline and Experience Oz so far this season – it’s abundantly clear demand for memories over material goods remains strong. We don’t anticipate this to lose momentum any time soon either – particularly as we appear to be nearing light at the end of the tunnel after nearly half a decade of recovery and uncertainty.”

“The data from our latest Seasonal Experiences Index points toward cautious optimism, with the desire and demand for more immersive, thrilling experiences holding strong. Aussies are continuing to seek out activities that deliver quality over quantity – with short-stay getaways and spa treatments enjoying considerable growth – and they are even planning their travels around unmissable iconic events like the NRL Grand Final or long-running Bathurst 1000; with this trend likely to continue as Australia plays host to more global sporting leagues and events like the NBA later this year and the NFL in 2026.”

To read the ‘Seasonal Experiences Index: Spring/Summer 2025’ report from Big Red Group, please click here.