THE RISE OF PURPOSE-DRIVEN TRAVEL AMONG AUSTRALIANS

Travellers are increasingly seeking journeys that leave them refreshed

Australians are rethinking how they holiday, with more people trading fast-paced itineraries and traditional beach escapes for travel experiences centred on wellbeing, connection, and cultural immersion.

Rather than simply ticking off bucket-list destinations or switching off from daily life, travellers are increasingly seeking journeys that leave them feeling physically refreshed, mentally reset, and more connected to the communities they visit.

Travel as an extension of wellbeing

This shift reflects a broader lifestyle trend towards intentional living, with holidays now viewed as an extension of personal wellbeing rather than an escape from routine.

Travellers are gravitating towards experiences such as wellness retreats, volunteering opportunities and slower, more considered exploration of regional destinations.

The focus is on creating meaningful travel moments that support local communities while allowing visitors to engage more deeply with their surroundings.

Younger travellers are driving the trend.

Younger Australians are leading the change. Research shows that 62 per cent would plan a holiday specifically around activities that enhance wellbeing or give back to local communities.

The appeal of purposeful travel is not limited to one generation, however.

More than three-quarters of Australians report feeling more satisfied and rejuvenated after trips designed with purpose rather than purely for leisure, highlighting a growing appetite for travel that delivers lasting personal benefits.

A boost for regional tourism.

The rise of intentional travel is also influencing tourism across the region. With travellers opting to spend more time in fewer places, local economies are benefiting from longer stays and stronger engagement with small businesses, tourism operators and cultural experiences.

Flexible itineraries and self-guided exploration are enabling visitors to move beyond capital cities and major tourism hubs, discover lesser-known destinations, and build stronger connections with regional Australia.

Ben Whitmore, CMO at East Coast Car Rentals, says, “Travel isn’t just about switching off anymore, it’s about coming back feeling better than when you left.

Australians want holidays that help them slow down, reset and connect, whether that’s through a wellness escape, volunteering locally, or simply taking the time to properly explore a region rather than rushing through it.”

Looking ahead to 2026

Industry observers suggest the trend is set to accelerate in 2026, particularly as travellers continue to prioritise mental health, flexibility and authentic experiences.

From slow road trips through regional landscapes to volunteer tourism and curated wellness escapes, Australians appear increasingly drawn to holidays that offer both personal enrichment and positive community impact.

As travel habits continue to evolve, purpose-driven journeys are shaping not only where Australians go but also how they travel, redefining the holiday as something that delivers renewal, connection, and long-term well-being.