Asia is getting more popular as tourist destination

"Approximately 3.7 million Australians (21%) would like to take a holiday in Asia in the next two years, up from 19% for the 12 months to September 2009, and 15% in the 12 months to September 2001. Although Asia has shown long-term growth in preference, Europe is still the most preferred overseas holiday destination with 27% of Australians saying they would like to take a holiday there, up slightly from 26% for the 12 months to September 2009." (Report from Roy Morgan)

49% Aussies now has a passport, an increase of 16% over the previous year. (2009). While this figure is well ahead of the United States (25%) it seriously lags European countries such as Germany with 90% passport ownership.

This is not just of relevance to the travel industry, but represents a shift in culture and values. Our values, beliefs and rolemodels change with the change. Europe is not longer as influential; we are getting increasingly curious about other, more vibrant parts of the world.