STUDY: Most Aussie travellers crave deeper cultural experiences within their native land

Aboriginal elder places eucalyptus leaves on fire for smoking ceremony to start Mardi Grass parade in Nimbin,Australia.A smoking ceremony is a traditional Aboriginal practise which is used to cleanse the area of bad spirits and ensure the success of the parade.

As we’ve all spent more time in our home countries than ever before, the COVID-19 pandemic has heightened a deep sense of connection to the people around us.

The time off international travel has many reflecting on what they have missed most about travelling further afield, and the vital role local culture plays in the overall holiday experience.’s 2021 Sustainable Travel Report explores attitudes not only towards environmental, but also cultural sustainability and the importance of conserving cultural beliefs, practices and heritage – particularly when it comes to exploring the world beyond our own borders.

Specifically, the research reveals how many travellers report wanting to experience a deeper cultural understanding of a destination and help local communities flourish again.

According to the report, 65 per cent of Aussies are looking for authentic cultural experiences when on holiday within their native land.

Furthermore, 74 per cent of Aussie travellers expressed a desire for their travel to benefit cultural preservation, and 70 per cent of Kiwi travellers say they are now determined to have genuine experiences that reflect our local culture when they next travel.’s research also found that two-thirds of Australian (69 per cent) and Kiwi (68 per cent) travellers want the money they spend when travelling to go back to the local community, supporting local businesses who have struggled through the pandemic.

Moreover, 72 per cent of Aussies and Kiwis say they will do activities/see sights to ensure that their economic impact is spread equally across all levels of society locally, whether that’s shopping at small independent stores or having authentic experiences that are representative of the local culture.

Featured image sourc: iStock/PDerrett

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