Alli Anderson on the Three Capes multi day walk in 2025
More and more destinations are developing multi-day walks to attract visitors, but there has been very little data on what the market actually wants.
Working with TRC Tourism, episteme designed and analysed a national survey of 5,432 Australians, both walkers and non-walkers, to understand the overnight walking market. We estimate around 3.3 million Australians have done an overnight walk in the past five years or are planning one. They are younger than average, more likely to have children and a university degree, and far more likely to travel.
The study shows what makes an ideal walk. Most walkers prefer three nights or fewer, less than 12 km a day, and around $300 a night as the upper limit on spend. It also explains why people don’t walk: physical limits, lack of confidence, and having no one to go with or no equipment.
Cluster analysis identified five walker segments: Simple Connectors, Good Time Not a Long Time, Power Walkers, Earthy Enthusiasts and Peace Seekers. Each has distinct needs for service, distance and experience, which gives destinations a practical tool for designing and pitching new walks.
The top line findings of our research were presented at the Sustainable Trails Conference in St Helens in 2022. Read more about the research.