New Big Red Group report finds desire for adventure is accelerating, with demand driving bookings for high-octane activities in the first shoulder season of the year.

Demand for adrenaline-inducing activities and adventure tourism drives solid shoulder season for the Australian experiences industry

• Fresh report from Big Red Group, the nation’s largest experience network, shows a strong desire for adventure, with demand for thrilling experiences accelerating. 
• Consumer confidence and discretionary spending continue to grow, as inbound tourism climbs +6% year-on-year (YOY) thanks to China, India, and the UK.
• Aussies embraced ‘coolcations’ this Autumn, sought rest and rejuvenation, and tried their hand at new crafts through an array of classes and courses.
• Weather-related disruptions contributed to mixed returns for experience operators, with Queensland (-37%) and Tasmania (-22.5%) down, whereas Victoria (+23%) and South Australia (+16.8%) experienced stand-out seasons fuelled by special events.

25 June, 2025 – A strong first shoulder season for 2025 indicated solid returns still to come for Australia’s tourism and experiences industry this year as Aussies demand for adrenaline-inducing activities surged. Thrilling adventures like helicopter flights grew exponentially (+92.9%) and offerings including ziplining, bungy jumping, and giant swings also jumped by +71.4%. 

The Seasonal Experiences Index: Autumn 2025 report from Big Red Group found consumers are increasingly seeking thrills – with 18.5% of experiences served in Autumn falling under the adventure category. 

The report, which analyses booking data from close to 200,000 experiences taken between 1 March and 31 May, supports the broader trend toward adventure tourism, with the market forecasted to grow from AUD 53.33 billion in 2025 to approximately AUD 174.03 billion by 2032. ¹

Big Red Group data also revealed a strong swing toward a growing desire for distinctive experiences that offer something meaningful, exciting, or novel as spending shifts toward high-value moments and travel consumption climbs.

¹  Coherent Market Insights, Australia Adventure Tourism Market Size and Share Analysis – Growth Trends and Forecasts (2025-2032)

Key findings within the report include: 

• Tourists increase touch downs with inbound travel up 6% YOY, with strong demand seen from China, India and the United Kingdom as helicopter flights (+ 92.9%), canyoning (+71.9%) and sightseeing/cultural tours (+71.9%) draw in international visitors.

• Climate resilience emerged as both a trend and a necessity amid unprecedented deluges in Autumn. With Coolcationing, flexible booking policies, and weather-proofing among the ways operators and travellers are adapting to a changing climate.

• Curated culinary hubs on the rise after industry emerges from chaotic half decade. Big Red Group served over 27,000 ‘wine & dine’ experiences in Autumn, contributing to the country’s food tourism market, which is projected to soar to $165bn by 2033.

• Melbourne takes pole position knocking off long-time rival Sydney to take top spot in season’s experience destination hot list, with the Formula One Grand Prix and AFL opening round drawing record crowds and encouraging bookings. 

• Autumn hotlist heats up as Hot Air Ballooning and Sightseeing & Cultural Tours rise into the season’s experience hotlist,  however, Theme Parks once again held onto the top spot, with close to 12.5% of total experiences served in the category.

• Wild weather continued to wreak havoc in Autumn, with heavily affected areas like Coolangatta (-50.2%) and Broadbeach (-27.4%) dipping. Yet, North Queensland told a different story as Port Douglas (+47.6%) and Cairns (+22.9%) grew exponentially.

• Locals lived it up as the trend toward short-stay getaways continued this season, with getaways surging by +16.3% as back-to-back long weekends enticed Aussies to head away and experience the best the nation has to offer.

• Less stuff, more stories as consumers increasingly seek quality experiences over quantity – and become more willing to spend, so long as it feels unforgettable. It comes as the average order value for big-ticket items increased for RedBalloon and Experience Oz.

On the new seasonal report, David Anderson, CEO & Co-Founder at Big Red Group, said:

“Consumers are showing us that they are seeking experiences that are unforgettable, leading to the prioritisation of high-value activities that enrich or excite. They want ‘quality over quantity’ – and they’re willing to spend for it, so long as it feels memorable. This was a key mindset we saw reflected in our booking data which analysed close to 200,000 experiences served across RedBalloon, Adrenaline, and Experience Oz in Autumn.”

“As decision-making becomes more centred around emotionally resonant experiences, t he tourism and experiences industry is certainly well poised to benefit from this mindset shift. Couple this with a continued rise in travel consumption and intent, and it’s clear the industry is evolving into something even more impactful and exciting”.

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