Holidaymakers on the New South Wales South Coast are increasingly seeking luxury and wellness experiences, marking a significant shift from traditional family beach vacations. Once a favored summer retreat for families from Canberra, the region is now catering to a more diverse clientele looking for relaxation and rejuvenation.
The transformation began two decades ago when Mark and Sue Berry opened The Bower at Broulee. At the time, they faced skepticism regarding their wellness-focused approach. “People thought we were mad,” Mark Berry recalled. The couple saw an opportunity as the luxury market began to flourish elsewhere in Australia. They conducted extensive research from South Australia to Mooloolaba in Queensland, concluding there was a gap for wellness offerings on the South Coast.
Today, The Bower is thriving, providing services such as massages, spa treatments, “forest bathing,” and nature walks. This shift reflects a broader trend where visitors prioritize well-being over traditional beach activities. Berry noted that customers often arrive stressed and leave transformed, with many opting for inland tracks instead of the beach. The appeal of nature has become a significant draw, contributing to a more tranquil holiday experience.
The demographic of holidaymakers has also evolved. According to Berry, many visitors now have no children—a trend referred to as DINKS (double income, no kids)—and are willing to pay a premium for upscale accommodations. Additionally, military and ex-military personnel frequently visit for therapeutic purposes, highlighting the growing market for wellness tourism. Berry serves on a panel advising the Eurobodalla Shire Council on industry trends and developments.
A recent survey by Tourism Research Australia revealed that the average length of stay for tourists in the region has remained around three days over the past five years. Approximately half a million visitors come to the South Coast annually, each staying at least one night. Despite changes in holiday patterns, the area remains a popular destination, albeit for different reasons than in the past.
David Maclachlan, former president of the Batemans Bay Business and Tourism Chamber, noted that family dynamics around holidays have shifted dramatically. “Twenty years ago, you couldn’t find a place to put a towel down on the beach,” he explained. Today, many families book week-long stays but often leave early, choosing to engage with digital entertainment instead of the beach.
While the nature of holidays has changed, interest in the South Coast remains strong. Alison Miers, owner of Bay Breeze Boutique Accommodation, noted that visitors from Chinese and Indian backgrounds often come during the Christmas period. Although some have been slow to book, she has observed strong visitor numbers this year, particularly as warmer weather approaches.
As the South Coast adapts to changing preferences, the region’s evolution reflects broader trends in travel. The focus on wellness and luxury signifies a transformation in how people experience holidays, prioritizing personal well-being and unique experiences over traditional beach outings. This shift not only benefits local businesses but also offers a fresh perspective on what a holiday can mean in today’s world.
