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Reuniting and recharging is top travel goal for 2023

Travel trends: Food, arts, culture and wellness remain strong motivators

A new survey commissioned by online travel booking platform Agoda reveals reuniting with friends and family is the main reason Australians will travel in 2023.

The results of the ‘International Travel Trends’ survey conducted by Agoda in partnership with UK-based market research outfit, YouGov asked travellers to share their top travel goals for the new year.

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And reuniting with loved ones, wellness and food, arts & culture made the top three with adventure and celebrating a milestone rounding out the top five.

According to the survey, which polled over 10,000 travellers from Australia the US and several Asian countries revealed Australia, Taiwan, and the United States are where travellers will most likely plan a holiday reunion with family or friends.

But key motivations for travel in other countries, for example South Korea, Thailand and Singapore  revolve around the mental and physical, which contributed to wellness placing second in the ‘reasons to travel’ ranking of Agoda’s Travel Trend survey. 

Among people from Japan (44 percent), Taiwan (24 percent) and Vietnam (23 percent), the biggest travel appetite is for rediscovering food, arts and culture. The Japanese percentage is, in fact the highest number for any travel objective in a single country and four times more than Philippines. Here, only 11 percent are looking to travel for food, arts and culture; seeking adventure is the main reason to leave home (30 percent).

Adventure travel also ranks highest among travellers from Indonesia (23 percent).

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