Months in the making, Caravan Industry Association of Australia's Road to a Million launches its 2026/27 season on 1 November, rolling out in participating caravan holiday parks and running through to the end of March 2027.
Backed by national television, the industry's largest consumer audiences, paid media and a powerful line-up of industry partners, the campaign puts caravan and camping front and centre across the shoulder period leading into Christmas, the summer school holidays and the post-summer shoulder period before Easter.
The idea is as simple as it is powerful: every night booked at a participating park is a chance to win $1 million. It is a message that cuts through, gives guests a reason to book, and rewards those who travel further into regional Australia.
Building on a record season
Road to a Million returns off the back of its strongest year yet. Across the 2025/26 campaign, close to 1,300 participating parks recorded:
The results went beyond the numbers. Among surveyed participants:
The campaign also moved travellers further afield. More than half of all entries were recorded at parks beyond the zone closest to the capital cities, and over 12,000 participants took two or more trips during the campaign.
This year the campaign steps up again, with a refreshed look, a new positioning line in Australia's Biggest Getaway, monthly state winners to keep the excitement building, and live reporting so parks and associations can see results as they happen.
On the ground and on screen
The groundwork is already done. Printed campaign packs are in the post to participating parks now, with some already arriving, and a full suite of digital assets is ready to use, all designed to turn every check-in into an entry and every guest into an advocate.
From there, the campaign goes national. Channel Nine's Today Show weather will bring caravan holiday parks into lounge rooms nationally through three separate broadcast events, each live from a different state, in November and again in early 2027, showcasing the value, freedom and fun of a caravan and camping holiday at the moments Australians are planning their getaways.
"Road to a Million brings our industry together, supports local businesses and gives holidaymakers the opportunity to make lasting memories with family and friends," said Donna Cocking, Chairperson of Caravan Industry Association of Australia.
"We've been surprised by how many travellers ask about the competition and are excited to get involved. Some even extend their stay to gain further entries.
"Being able to point guests towards the next participating park creates a trail of excitement and opportunity, giving them another reason to keep exploring. And who wouldn't love the chance to win $1 million?"
The whole industry behind it
What sets Road to a Million apart is the scale of support behind it. Alongside television, the campaign will be amplified through Let's Go Caravan & Camping's email and social channels, reaching hundreds of thousands of Australian travellers, together with targeted paid media.
Industry partners are lining up to drive it further. Leading reservation software providers Newbook, RMS Cloud and Digital Rez are supporting the campaign, and the major corporate park groups will support and amplify it across their national networks.
Nationally, the campaign is delivered in partnership with:
Together, it is one industry speaking with one voice to millions of Australians: a caravan holiday park is one of the best-value, most rewarding holidays they can choose.
Get behind it
Participating parks are encouraged to display their packs proudly, talk it up with guests at check-in and share the campaign across their own channels. The more the industry gets behind it, the bigger Australia's Biggest Getaway becomes.
If you have questions, please contact your local parks association or email [email protected].
