Keep camping front of mind with ‘Road to a Million’
Are you a caravan park missing out on selling that next night or incentivising your current (or previous) guests? There is only one month left in the latest national caravan park promotion, ‘Road to a Million’, which could see one of your guests get the chance to win $1 million.
Launched in late 2024, the campaign’s consumer-facing competition has received 448,247 entries from 42,800 entrants to date (28 January 2025).
Entrants have amassed over 206,000 nights in caravan parks across Australia, with their average length of stay more than four nights.
Survey results from over 1,800 competition entrants highlight the campaign’s reach and influence.
More than 60 per cent of survey participants said the campaign had put camping ‘front of mind’, while 37 per cent said it influenced them to consider a camping holiday they might not have otherwise taken.
Over 30 per cent of survey respondents said they had travelled further than initially intended after learning about ‘Road to a Million’, while 27 per cent said they had booked additional nights to increase their chances of winning the competition.
As the summer school holidays draw to close, Caravan Industry Association of Australia CEO Stuart Lamont said ‘Road to a Million’ would continue to position camping as Australia’s ‘best value’ holiday.
“With kids heading back to school this week, we need to ensure holidaymakers continue visiting caravan parks between now and the next peak period, the Easter holidays,” Lamont said.
“The ‘Road to a Million’ campaign is designed to assist in this process. Running through until the end of February, it will continue to put camping front of mind, using clever content and paid digital to incentivise taking another trip.”

The ‘Road to a Million’ survey results echoed Caravan Industry Association of Australia’s Monthly Accommodation Insights from December (2024), which showed an uptick in caravan park occupancy rates year-over-year.
National cabin occupancy reached 63 per cent in December 2024, marking a two-point increase from December 2023. Powered site occupancy stood at 48 per cent, up one point year-over-year, while unpowered site occupancy hit 25 per cent, also rising by one point.
“The December figures show the resilience of the caravan park sector,” said Lamont.
“Even amid persistent financial strain on households and fluctuating consumer sentiment, we’re seeing some really positive year-over-year growth, which we’re confident will continue in 2025.”
Over 1,300 caravan parks who are state association members are involved in the ‘Road to a Million’ campaign in 2024/25. These include the following ‘Parks of the Month’, which have been selected for having the most engagement (competition entries) in their respective states:
Queensland: Broadwater Tourist Park (November), BIG4 Adventure Whitsunday Resort (December)
New South Wales: BIG4 Easts Beach Holiday Park (November), BIG4 Deniliquin Holiday Park (December)
Victoria: Koonwarra Family Holiday Park (November), Horsham Holiday Park (December)
South Australia: Lake Albert Caravan Park (November), Beachport Holiday Park (December)
Western Australia: Mandalay Holiday Resort & Tourist Park (November), Southern Stars Holiday Park Dunsborough (December)
Tasmania: Captain Cook Holiday Park (November), BIG4 Stanley (December)
Northern Territory: Ayers Rock Campground (November), Riverview Tourist Village (December)
Monthly winners will be provided with a profile in a future Let’s Go Caravan and Camping e-Newsletter.
A special thanks to the state associations financially supporting this national consumer 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.
Caravan Holiday parks looking for further information can email Caravan Industry Association of Australia’s Marketing Team, marketing@caravanindustry.com.au, or contact their association directly.
Visit the ‘Road to a Million’ website HERE