New Big Red Group report shows experience bookings are booming as travellers flocked to family-friendly adventures and sensory-rich escapes in Spring 2025.

Australia’s experience economy blooms once more as confidence returns for Spring 2025

• New report from Big Red Group shows renewed strength across the tourism and experiences sector, with experience bookings from inbound travellers soaring over 60%  year-on-year and domestic bookings rising for the first time since Summer 2022
• Wellness experiences show no signs of slowing their tourism takeover, posting +31% year-on-year growth to become the fastest-growing category overall – while Theme Parks remain the best-seller
• A +38% surge in experience bookings in Victoria has seen the state nab New South Wales’ spot as the nation’s secondary tourism destination behind Queensland

27 November 2025 (Sydney, Australia): Australia’s experience industry has officially entered a new phase of sustained momentum, with the new Seasonal Experiences Index: Spring 2025 report revealing the first year-on-year increase in experience bookings in nearly three years. 

Developed by Big Red Group, ANZ’s largest experience marketplace, the report analyses more than 190,000 experiences served between 1 September and 15 November 2025 – and marks a major turning point for the sector. 

It shows that, despite ongoing cost-of-living pressures and reduced discretionary budgets, Australians are prioritising memorable, value-rich experiences – with appetite for adventure back on the rise, up +7% year on year. 

Spring’s strong performance has been buoyed by favourable weather conditions, with New South Wales recording its lowest October rainfall since 2019, setting the scene for a bumper summer. The findings underscore a broader industry recovery, as both domestic and international travellers re-embrace experience-led travel.

Key findings within the report include: 

• Inbound tourism boomed, with experience bookings from international travellers up over 60% year-on-year, marking one of the strongest post-pandemic rebounds to date. International visitors flocked to New South Wales (+236%), Victoria (+148%) and Queensland (+23%) – with aquariums, theme parks and zoos proving most popular. 

• Domestic bookings rose year-on-year for the first time since Summer 2022, as experience demand surged across key “shoulder season” destinations – where quieter crowds and lower prices attracted travellers seeking value and adventure.

• Average order values were marginally down compared to 2024, by -9%, reflecting cautious consumer sentiment, yet the volume of bookings indicates Australians are opting for more frequent, lower-cost experiences to balance lifestyle with spending restraint.

• The uptick in bookings is widespread, with Victoria (+38%), ACT (+24%), New South Wales (+17%), South Australia (+17%), Western Australia (+7%) and Northern Territory (+4%) all posting growth, with Queensland (-7%) and Tasmania (-3%) marginally down. 

• Victoria topples northern neighbour, New South Wales, to become Australia’s second largest tourism state – as bookings skyrocketed by +38% with growth seen across key regions including the Yarra Valley  (+ 34%) and Mornington Peninsula (+13%).

• ‘Amorous Aussies’ lean into experiences: Romance was in full bloom this season, as bookings across picnics (+34%), wine and spirits tastings (+18%), romantic dining (+15%) and romantic getaways (+11%) all climbed sharply. The trend highlights Australians’ growing preference for connection, quality time and shared moments over material gifts.

• Whale watching – booming or has the bubble burst? While still a key driver of bookings, whale and dolphin watching experiences fell -22.9% year-on-year – following a similar decline last spring. With the season continuing to lengthen and whale numbers increasing year-on-year, traveller interest is evolving, broadening toward a wider range of wildlife and nature encounters alongside these signature experiences.

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

“Spring 2025 marked a true turning point for Australia’s tourism and experiences industry. After several seasons of uncertainty, we’re now seeing sustained momentum return – driven by both inbound travellers and everyday Australians rediscovering the joy of shared experiences.

“What’s particularly encouraging is the quality of that demand. While consumers may be more selective with their spending, they continue to choose experiences that deliver real value – those that create connection or offer a moment of escape. This season’s results reinforce that our tourism and experiences industry is not only resilient but evolving, setting up our operators across Australia for a stronger 2026.”

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