The drive tourism market is growing.
The drive tourism relates to “visitors who travel for leisure and use a vehicle to reach their destination. This includes both day trips and overnight trips to one or more destinations.” from Tourism and Events Queensland.
The drive market is characterised by people who:
- like independence and the freedom to discover and experience new places
- usually seek to experience the scenery and the natural environment
- don’t have set plans about where they will go and what they will see – so make decisions based on information once they are at the destinations
- often base their decisions on the recommendations of locals or other travellers
Trends shaping caravan and camping behaviour in 2025
The report offers a comprehensive snapshot of the caravan and camping landscape across Australia.
Caravan Industry Association of Australia General Manager – Research and Insights Peter Clay said: “Demand for caravan and camping travel remains firm.
“There is no doubt that travel behaviours have changed and continue to adapt in a post-COVID world where international travel has returned, economic pressures have intensified and climate considerations have emerged as significant factors influencing Australian consumers.
“The report shows that our consumers continue to remain optimistic about the future, yet we can’t ignore the fact that they are also challenged by cost-of-living pressures.
“This contrast creates both challenges and opportunities for our industry. While Australians express caution about their financial futures, they simultaneously maintain strong positive sentiment toward caravan and camping experiences, seeing them as excellent value for money compared to other holiday options.”
Key insights in the Consumer Sentiment Report include:
Record-high travel intent: 88 per cent of caravan and camping consumers plan to travel in the next 12 months – a significant six-point increase from its July survey.
Value perception remains strong: 77 per cent of travellers view caravan and camping trips as better value than other holiday types, creating a crucial competitive advantage in today’s economic climate.
Weather events are now a top consideration: For the first time, extreme weather events (64 per cent) have surpassed cost-of-living pressures (56 per cent) as the primary factor influencing travel decisions.
The short-stay shift: The association reports a clear trend toward shorter, more frequent trips rather than extended holidays – with 32 per cent of respondents planning one to three-night getaways.
RV ownership trends show market changes: While overall RV ownership remains stable, intention to upgrade has decreased from 17 per cent to just nine per cent, signaling important shifts in consumer purchasing behaviour.
Budget-conscious but travel-determined: rather than cancelling holidays, Australians are adapting, with 81 per cent hunting for deals, 75 per cent travelling off-peak and 69 per cent seeking budget-friendly parks.
The association said the data revealed significant opportunities to attract value-seeking travellers through flexible pricing, loyalty programs and shorter-stay packages, particularly as consumers adapt rather than abandon their travel plans.
Research shows that people are more likely to return to a city, town or region if they found it easy to find their way around. So, this is where ensuring that all aspects of your tourism signage and visitor information are aligned to create a high quality, consistent experience. This includes thinking about how to provide information in a variety of ways before, during and after the visit.
It also means your destination has to have events and attractions that give people a reason to visit. Otherwise, they may just drive through on their way somewhere else. This is where heritage, cultural and environmental interpretive trails come in. And drive trails can be a key attraction.
A drive trail provides a reason to travel to or stop in a destination.
Drive trails provide interpretive information for people to learn about the historical, cultural and environmental significance of a place. There are often economic benefits through tourism spending on meals, supplies, attractions, accommodation for the places the trail passes through.
Creating a drive trail that provides a high-quality visitor experience requires planning, resources, design, signage and infrastructure and ongoing management and maintenance.
Wayfound is specialists in creating interpretive drive trails. Our services include:
- Masterplanning and route mapping – including identifying interpretive sites and linking to main road signs
- Research and community consultation
- Devising ways to link the trail with places, facilities and attractions in the area
- Creation of interpretive information – copywriting, graphics and images
- Trail theme and brand design
- Sign layout and design
- Sign manufacturing and installation
- Trail app development
- Creation of marketing materials and collateral
