‘Road to a Million’ drives positive change in travel behaviours 

The ‘Road to a Million‘ campaign has once again been a game-changer for the camping and caravanning industry, inspiring more Australians to embrace the great outdoors and extend their stays at caravan holiday parks.

The campaign’s consumer-facing competition, which concluded in late February, had 57,587 entrants, 276,597 nights booked, and an impressive 592,691 entries.

Not only did the campaign generate widespread participation, but it also had a measurable impact on consumer behaviour. With an average stay of 4.8 nights per entrant, many travellers extended their stays, explored new destinations, and fully immersed themselves in the camping experience.  

National television launch amplifies campaign reach 

The campaign’s visibility received a significant boost through a national television partnership with Channel 7’s ‘Sunrise’. Over three days, millions of Australians tuned in as presenter Sam Mac and three lucky families embarked on an unforgettable road trip through South Australia. 

The featured families shared their personal love for camping, demonstrating its accessibility, affordability, and appeal to all ages.

The extensive national exposure reinforced the campaign’s core message – camping and caravanning offer unmatched value and adventure for Australian travellers. 

High engagement and positive behavioural shifts 

Survey results from over 2,000 competition entrants showed the campaign captured the imagination of travellers across Australia, successfully keeping camping top of mind for 61% of respondents.

Furthermore, over 90% of participants expressed a positive opinion of the campaign, reinforcing its strong appeal. 

Beyond awareness, the campaign also influenced real behavioural change: 

✅37% of survey respondents were inspired to consider a camping holiday they might not have otherwise taken. 
✅ 31% travelled further than they typically would, demonstrating the campaign’s success in encouraging exploration beyond usual destinations. 
✅ 27% booked additional nights to increase their chances of winning the competition, reinforcing the effectiveness of the incentives in driving longer stays. 

These outcomes demonstrate how strategic marketing, national visibility, and well-designed incentives can extend trip durations, boost engagement, and stimulate tourism growth across regional Australia. 

Additionally, the campaign successfully fostered long-term industry engagement, with 73% of survey participants stating they are likely or extremely likely to stay at another caravan holiday park as a direct result of the competition.

“The ‘Road to a Million’ campaign has delivered exceptional results, successfully driving tourism, increasing caravan holiday park stays, and reinforcing the long-term appeal of camping,” said Keelan Howard, General Manager Marketing and Communications at Caravan Industry Association of Australia.

“The positive trends – higher engagement, longer stays, increased travel distances, and strong repeat visitation rates – demonstrate that Australians are embracing outdoor travel like never before. 

“Looking ahead, the campaign’s momentum presents exciting opportunities to build upon its success.”

Congratulations to the winning Caravan Holiday Parks

Over 1,300 caravan holiday parks who are state association members were invited to participate in the ‘Road to a Million’ campaign in 2024/25. These include the following ‘Parks of the Month’, which were selected for having the most engagement (competition entries) in their respective states.

🏆Queensland: Broadwater Tourist Park (November), BIG4 Adventure Whitsunday Resort (December), BIG4 Gold Coast Holiday Park, (January), Noosa River Holiday Park (February).

🏆New South Wales: BIG4 Easts Beach Holiday Park (November), BIG4 Deniliquin Holiday Park (December), Tiona Holiday Park (January), BIG4 River Myall (February).

🏆Victoria: Koonwarra Family Holiday Park (November), Horsham Holiday Park (December), BIG4 Porepunkah Holiday Park (January), BIG4 Mildura Getaway (February).

🏆South Australia: Lake Albert Caravan Park (November), Beachport Holiday Park (December), Tumby Bay Caravan Park (January), Ardrossan Caravan Park (February). 

🏆Western Australia: Mandalay Holiday Resort & Tourist Park (November), Southern Stars Holiday Park Dunsborough (December), Bremer Bay Beaches Resort Tourist Park (January), Banksia Tourist Park (February).

🏆Tasmania: Captain Cook Holiday Park (November), BIG4 Stanley (December), BIG4 Iluka on Freycinet Holiday Park (January), BIG4 St Helens Holiday Park (February).

🏆Northern Territory:  Ayers Rock Campground (November), Riverview Tourist Village (December), G’Day Mate Tourist Park (January), Discovery Kings Canyon (February).

Congratulations to the monthly winners. This acknowledgment highlights the incredible experiences, facilities, and hospitality you provide to travellers, making camping and caravanning the best-value holiday in Australia.

Read more about the winning caravan holiday parks HERE.

A special thanks to the state associations that financially supported the Road to a Million campaign: Caravan & Camping Industry Association NSW, Caravan Parks Association of Queensland Ltd (CPAQ), Caravan Industry Association Western Australia, SA Parks, Caravanning Tasmania and Caravanning NT.