Caravan to a Million confirms Australians’ love for caravan holiday parks

The recent Caravan to a Million (CTAM) marketing campaign reaffirmed Australians’ strong commitment to the camping lifestyle, with caravan holiday parks continuing to be a preferred choice for RV travellers.

Delivered from 1 February to 30 June 2025 and largely funded by Caravan Industry Association of Australia, CTAM’s consumer-facing competition received over 80,000 entries.

This broad engagement translated into measurable value growth for the caravan holiday park sector, as evidenced by survey insights from nearly 3,000 competition participants.

Over 46% of survey participants said the campaign inspired them to take a dedicated camping trip, while 89% of RV owners said they continue to use caravan holiday parks – citing amenities, safety, and social opportunities as the top reasons.

With more than 900,000 registered RVs in Australia, this indicates a strong, ongoing reliance on well-serviced parks across the country.

“The campaign’s core objective was to ‘create campers for life’ and position camping as the number one holiday choice in Australia,” said Keelan Howard, General Manager of Marketing and Communications at Caravan Industry Association of Australia.

“The results clearly show caravan holiday parks remain a central part of that journey for many travellers.”

Data-driven targeting power’s campaign’s success

CTAM was strategically designed to connect with the right audiences. Howard said Experian profiling was used to segment the market into three high-potential groups:

  1. Comfortable Foundations
    Generation X families with school-aged children, working in white-collar professions and living in suburban areas, with a strong media appetite for radio, social platforms, and outdoor advertising.
  2. Family Fringes
    Middle-aged traditional families living on large outer-suburban blocks, with comfortable incomes and long commutes, with a preference for traditional media like radio and newspapers.
  3. Traditional Pursuits
    Traditional families and single parents with school-aged children living in outer suburban and regional locations, who over-index in television, radio, social media, and online browsing.

Targeted media placement across these segments helped ensure broad reach and relevance, driving both awareness and tangible travel decisions.

Big finale to come

One lucky CTAM entrant will soon have the chance to win $1 million – a headline-grabbing moment designed to reinforce camping’s profile as the best value holiday in the country.

“Camping delivers not only excellent value for money but also significant wellbeing benefits,” Howard explained. “Studies consistently show camping is associated with improved physical health, stronger personal relationships, and better mental wellbeing.

“Caravan Industry Association of Australia is proud to support this continued growth through major national promotions like Caravan to a Million.”