National Study of Overnight Walking

We do not know very much specifically about the preferences and characteristics of the multi-day walking market in Australia. Knowing and better understanding this market more intimately can contribute to better product development decisions and assist with targeted marketing language, channels and imagery that evokes excitement for the products.

To remedy this, episteme delivered a project for TRC Tourism to get to know the overnight walkers of Australia – regulars, occasionals, and those who might be walkers if presented with the right opportunity. The project is aimed at understanding who our walkers are, what prompts them to travel for a walk and what influences their decision making. It helps us provide detailed and research-based advice on market preferences and behaviour as we work with our valued clients.

The top line findings of our research were presented at the Sustainable Trails Conference in St Helens in 2022. Read more about the research.