Cheaper prices, fewer people: why Aussies are embracing off-season travel
By Sarah Falson
Updated July 22 2025 - 12:24pm, first published 12:30pm
A growing percentage of Aussies are turning their backs on popular European summer in favour of "off-season" travel. Subscribe now for unlimited access.
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The off-season and shoulder season market is growing as tourism operators spruik the benefits of avoiding the peak travel months in Australia and abroad.
These can include fewer crowds, cheaper prices and less impact on the environment.
Holland America Line's ANZ director of sales, Alex Pikardt, said the organisation had expanded its 2026 Europe cruise season by six weeks to allow more people to cruise outside European summer.
Popular off-season destinations are Norway during the winter for a chance to see the Northern Lights, and Belgium for its picturesque streets and Christmas markets which can be visited outside the peak Christmas holiday season.
A Holland America Line ship cruising through Norwegian fjords.
Mr Pikardt said shorter lines at iconic sites during the off-season meant "a more authentic, less hurried atmosphere" for travellers.
The reduced number of ships competing for dock space allowed for extended shore visits.
Wendy Wu Tours Australia managing director, Simon Bell, said the company had a 30 per cent growth year-on-year in passengers travelling to Japan during the northern hemisphere summer.
Japan's peak season is March to April when the cherry blossoms are blooming, and October and November when the autumn leaves turn. May and September are also popular for sumo wrestling tournaments.
Mount Fuji, as seen from a Wendy Wu tour in summer.
During the off-season from June to August, travellers can enjoy festivals including Kyoto's Gion Matsuri.
Travelling during the off-season also helps to tackle overtourism by spreading travellers out throughout the year.
"Travelling in the off-season not only offers a more enjoyable and relaxed experience, with fewer crowds and more breathing room, but also plays a key role in reducing pressure on heavily visited destinations," Mr Bell said.
"It allows travellers to engage more deeply with local culture, while helping to distribute tourism more evenly throughout the year." Extending school holidays
For East Coast Car Rentals CMO, Ben Whitmore, the big benefit of embracing the off-season is the cheaper prices and therefore the opportunity to extend the holiday.
He said Aussies are feeling fatigue from "revenge travel", and with interest rates and household costs rising, they are looking for easier, more affordable escapes - like a domestic road trip.
Road tripping. Picture: Shutterstock
"There's definitely been a shift in how Aussies are travelling - and it's happening pretty quickly," Mr Whitmore said, adding the idea of "peak season" is starting to fade as Aussies look for better value.
East Coast Rentals has had a 20 per cent rise in visits to the sites and cars are being rented for 20 per cent longer compared to last year.
He said this was "a sign that Aussies are embracing more leisurely, family-style holidays and taking the journey at a slower, more relaxed pace."
Reflections Holidays CEO, Nick Baker, said the organisation's Australian east coast holiday parks don't have "much of an off-season" but attract different kinds of travellers.
"Outside of summer and school holidays, our coastal parks tend to shift from families to a more relaxed pace, welcoming grey nomads, couples, solo adventurers, and those seeking a peaceful nature escape," Mr Baker said.
A Reflections Holidays glamping tent.
"Many people also look inland during the off-season, to enjoy activities such as hikes and fishing in the cooler months.
"The atmosphere is generally quieter and more serene, making it ideal for those who want to slow down, reconnect with nature, and enjoy uninterrupted time outdoors."
Reflections was forecasting a 10 per cent increase in winter bookings compared to the same period last year, which represents approximately an additional 20,000 winter guests.
His top tips for enjoying the winter months either camping, caravanning or staying in a cabin were to pack layers - including thermals, waterproof jackets and extra bedding - put your screens away so you can make the most of nature, and get to know your camping neighbours to build a sense of community, and hopefully memories.
"Many of the people you meet in the off-season will be camping enthusiasts and there is always something to talk, laugh about and even learn about for your next trip," he said.
Words by Sarah Falson Sarah is ACM's travel producer. She believes regional travel is just as fun (if not better) than staying in the big cities and loves any travel experience to do with nature, animals and food!.My all-time favourite destination is ... Cornwall. From the giant seagulls to the blustery beaches, Cornish pasties and fishing villages, it stirs something romantic and seafaring in me. Next on my bucket list is … Mongolia. I want to go somewhere really unique that feels totally foreign and challenges my way of life.
My top travel tip is … Don't plan too much. Walk the streets and let it happen. And make sure you check out what's within a few blocks of your hotel - sometimes the best local food is found that way.
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PS, never leave your passport as a deposit or "guarantee".
