As the sun sets on another scorching Australian summer, the nation’s tourist hotspots have been bustling with activity, and the cash registers have been ringing louder than ever.
From the pristine beaches of Jervis Bay to the tranquil waters of Lakes Entrance, local businesses have been reaping the rewards of a holiday spending bonanza, with the latest merchant terminal data of National Australia Bank (NAB) revealing a staggering average increase of more than 130% across key tourism sectors.
Accommodation has seen a colossal surge, with some areas experiencing growth that would make your jaw drop. Robe, a gem along the Limestone Coast, saw an astounding 714% increase in spending. Lakes Entrance, a haven for fishermen and beachgoers alike, wasn’t far behind with a 478% jump. And that’s just the tip of the iceberg.
Restaurants and bars, those bastions of good times and great memories, have also enjoyed a spike in patronage. Imagine the clinking of glasses in Jervis Bay where spending soared by 300%, or the bustling eateries of Rye, up by 271%. It’s clear that people have been indulging in the culinary delights our country has to offer.
The great Aussie road trip has made a comeback too, with service stations from Busselton to Rye fuelling the wanderlust of countless travellers. And it’s not just the essentials that have seen a boost. Lolly stores, bottle shops, golf courses, and bakeries have all shared in the spoils of summer spending.
Krissie Jones, NAB Business Direct and Small Business Executive, encapsulates the development perfectly: ‘This summer, as Australians enjoy their well-deserved break, they’re also continuing to play a crucial role in supporting local businesses and smaller economies that are more reliant on tourism.’
And it’s not just about the numbers. Behind every statistic is a story, like that of Nerida Baker, who operates Beach Grill and Salt Bar at Ballina Byron Gateway Airport. She’s seen the ebb and flow of tourists and has adapted her business to meet the demand.
‘We saw so much activity from Schoolies this year and then it just seemed to stay busy through to Christmas,’ she stated.
‘We’re the only food and beverage outlet in the airport and we believe a huge percentage of our business comes from tourism. We see such a diverse crowd travelling through arriving for their holiday, whether they’re off to Byron, Ballina, or to Lennox Head, Iluka or Yamba.
‘We always plan ahead for this busy period; we streamline procedures and hire more staff, especially casuals and juniors who might be on school or uni holidays, and my husband Jake and I dive back in to help the team.’
This spending surge is more than just a boon for businesses; it’s a lifeline for communities that rely on tourism. It’s about the casual jobs created, the local economies bolstered, and the sense of vibrancy that comes with a bustling tourist season.
As we reflect on these figures, let’s not forget the context. These numbers, drawn from NAB merchant terminal data between 21 December 2024 and 5 January 2025, are compared to a normal period of trade. These figures are pre-settlement data, indicative of trends and movements.
The final, exact figures may vary, but the message is clear: We value our holiday time and the experiences our beautiful country offers, and when we hit the road, the whole country benefits!
We’d love to hear your stories. Have you visited any of these booming locations this summer? What was your experience like? Did you notice the buzz of increased activity? Share your tales in the comments below.
Also read: Australians adjust holiday spending amid growing cost-of-living pressures
