Thrills in the Off-Season: Australia’s Experience Industry Rides a Wave of Adventure

one-of-a-kind experiences

Adrenaline Drives Autumn as Aussies Embrace High-Impact Escapes

Australia’s travel and tourism sector is charging into new territory, driven by a growing appetite for adrenaline and one-of-a-kind experiences. According to the latest Seasonal Experiences Index: Autumn 2025 report from Big Red Group, adventure tourism surged over the shoulder season, with bookings for high-energy activities like helicopter flights and bungy jumping climbing at impressive rates.

Even as economic pressures persist, Australians and international visitors alike are showing a strong willingness to spend—when the experience is worth it.

High-Flying Adventures Capture the Spotlight

Among the most significant shifts this autumn was a spike in bookings for helicopter flights, up a jaw-dropping 92.9%, alongside other heart-pounding pursuits like canyoning, ziplining, and giant swings, which rose by more than 70%. Nearly one in five experiences served between March and May fell under the adventure category, confirming that thrill-seeking is now a core part of the Aussie travel experience.

As inbound tourism rose by 6% year-on-year, adventure activities proved especially popular with visitors from China, India and the UK. These tourists sought out immersive sightseeing, cultural tours, and high-energy excursions that deliver memories to last a lifetime.

Coolcations, Culture and Culinary Delights

While adventure led the charge, quieter escapes also played their part in shaping a vibrant season. Australians continued to embrace “coolcations” — autumn getaways that blend relaxation with creative expression. Travellers dived into art classes, wellness retreats and hands-on experiences that offered rest and rejuvenation without the need for long-haul flights.

On the food front, more than 27,000 wine and dine experiences were booked across the Big Red Group network, with food tourism on track to become a $165 billion market by 2033. Curated culinary hubs and vineyard experiences offered flavourful detours to accompany high-octane fun.

Melbourne Steals the Crown

For the first time in years, Melbourne edged out Sydney as the season’s top experience destination. A combination of major events like the Formula One Grand Prix and AFL opening round helped the city take pole position. South Australia and Victoria also delivered strong results, buoyed by festivals and local tourism campaigns.

Weather, however, was a mixed bag. While regions like Queensland and Tasmania were hit by heavy rainfall and disruption, places like Port Douglas and Cairns rebounded dramatically, with tourism in North Queensland seeing a significant lift.

Spontaneous Escapes and Short Stays Reign

The call of the road continues to grow louder. Getaway bookings increased by 16.3% in autumn as locals embraced the ease of short-stay travel during long weekends and public holidays. This trend reflects a broader mindset shift: less about quantity, more about quality.

With flexible booking options and resilient infrastructure, travellers are now planning more impromptu escapes, whether that’s a balloon ride over the Barossa or a weekend surfing adventure in Byron Bay.

An Industry Evolving Toward Emotion

David Anderson, CEO & Co-Founder of Big Red Group, summed it up: “Consumers are showing us that they are seeking experiences that are unforgettable. They want quality over quantity—and they’re willing to spend, so long as it feels memorable.”

one-of-a-kind experiences

As discretionary spending grows and emotionally resonant experiences become the priority, Australia’s tourism industry is evolving to meet demand for high-value, high-impact adventure and discovery.

More information on the Seasonal Experiences Index is available at bigredgroup.com.au

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