航空公司、邮轮及旅游运营商加倍投入广告支出，因澳大利亚人将旅行列为优先事项
Sydney – January 28, 2026 – New Nielsen Ad Intel data shows advertising spend across the travel category in Australia rose 12% year-on-year, reaching $684.1 million in 2025, up from $610.7 million in 2024.
旅行社/旅游运营商仍是广告支出最大的细分领域，2025年投入达3.402亿美元。航空公司广告支出增幅最为显著，同比增长36%；而旅游局投资增长15%，反映出各旅游目的地间的竞争持续加剧。
投资额最高的航空公司是澳洲航空，其次是维珍澳大利亚国际航空、捷星航空、阿联酋航空和马来西亚航空。
尼尔森广告情报数据显示，在旅行社和旅游运营商中，Flight Centre于2025年领跑广告支出市场，Booking.com、Scenic Tours Australia、Ignite Travel和TripADeal紧随其后。
Cruise advertising also lifted, growing 9%, mirroring Australians’ growing interest in cruising, with 56% of potential travellers saying they would “consider taking a cruise”. Viking River Cruises topped the list of cruise ad spenders, followed by Silversea Cruises, Royal Caribbean International, Carnival Cruise Lines, and Norwegian Cruise Line.
On the destination side, the top tourism advertisers were Tourism & Events Queensland, the South Australian Tourism Commission, Tourism Tasmania, Destination NSW and the Tourism & Events NT.
Additionally, Nielsen CMV (Consumer & Media View) research showed leisure was the most dominant motivation for Australians to travel, while nature-based and experience-led trips maintained strong appeal.
尼尔森的调查结果显示，新南威尔士州与昆士兰州并列成为国内旅行的首选目的地（各占18.7%），维多利亚州以14.6%的比例位列第三。在国际旅行方面，英国和日本成为澳大利亚人最向往的两大目的地，占比分别为6.4%和6.2%。
Nielsen’s data also shows that digital planning is now virtually universal, with 85% of respondents saying they would “check the Internet if planning a trip,” while 52% prefer booking accommodation through online sites.
尽管澳大利亚人痴迷于旅行，但成本仍是许多人的主要考量因素，47%的人对"简约型"和"廉价"机票表现出兴趣。
Rose Lopreiato, Nielsen Ad Intel’s Australia Commercial Lead, said: “The data confirms that despite the economic headwinds, the Aussie love affair with travel is stronger than ever. A 12% lift in travel advertising investment, year-on-year, signals a category that’s accelerating, with online travel services continuing to dominate, airlines increasing their presence sharply, and tourism authorities stepping up as destinations compete even harder for travellers. With such intense competition between travel destinations and travel providers, it’s never been more crucial for advertisers to know where their competitors are spending and winning over the millions of Aussies wanting to travel”.
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