Potential Synergies for the Short-Break Holiday and Rural Tourism Markets: Evidence from a National Australian Survey

Short-break holidays are a growing feature of tourism, but little research has examined their relevance to rural tourism. Based on a recent national study of short-break holidays in Australia, this paper explores the competitive situation of this form of holiday for existing and potential rural destinations. It examines the relevance of short-break holiday-makers travel habits, their priorities and preferences and how likely these are to mesh with rural economies and aspirations. It concludes that this form of tourism is a good mix with many rural situations and that its size and growth characteristics make it an attractive development prospect for many country areas.