NEW RESEARCH HIGHLIGHTS THE GROWING DEMAND FOR ‘OFF-GRID’ TRAVEL | News

New research from Tourism Tasmania reveals a remarkable shift in British traveler behaviour, with digital fatigue and the “always-on” culture increasingly influencing the way consumers define and value their holidays.
The research, conducted by 3Gem Media Group among 2,000 British holidaymakers, suggests that traditional holidays are increasingly providing less of a real sense of escape as work, social media and online expectations continue to follow travelers abroad. As a result, technology-free disconnection is becoming a key driver for destination and accommodation choice, with implications for the development, positioning and pricing of travel products.

Despite 88% of respondents actively trying to disconnect while on holiday, two in five (41%) say their screen time is actually increasing, equivalent to 16.7 million UK travellers. More than half (51%) report that social media has made holidays feel like work, while the same percentage admit their phones detract from important travel moments due to distractions or pressure to stay connected.
The findings indicate a broader recalibration of what constitutes value in a holiday, with disconnection increasingly positioned as a premium feature rather than a compromise. Nearly six in ten (58%) respondents describe the ability to completely switch off as a status symbol, while 83% see peace and quiet as the most luxurious element of a break, overtaking more traditional hotel amenities. More than half (51%) define a real holiday as one where they cannot be contacted, and more than a third (37%) would choose to forgo Wi-Fi in favor of other aspects of the experience.
This shift also affects the spending behavior of consumers. More than two in five (43%) British holidaymakers say they would be willing to pay more for destinations or accommodation that offer limited or no connectivity, with respondents reporting they would pay up to £32.50 extra per night for a technology-free environment. At the same time, 42% see remote, nature-led destinations as the most attractive option for achieving a true digital reset.
The data highlights a growing opportunity for the travel industry to respond to changing consumer demand by rethinking how experiences are designed, packaged and sold. There is increasing demand for remote, low-density destinations, smaller group travel, experience-based itineraries and accommodation that prioritizes space, immersion and simplicity over connectivity and technology.
Within this context, Tasmania is well positioned to meet these changing expectations. As Australia’s only island nation, its geographical separation, extensive protected landscapes and low visitor density create an inherent sense of distance from the pace and pressures of everyday life. More than half of the island is protected by national parks and reserves, with a World Heritage-listed wilderness covering more than 20% of the landmass. In some parts of the island, limited mobile coverage and low population density mean that disconnection is often a natural feature of the experience and not something that needs to be developed.
Sarah Kingston Clark, CEO of Tourism Tasmania, says Tasmania offers a real sense of escape and invites travelers to “come down for a breath of fresh air”, disconnect from the pressures of everyday life and experience the kind of holiday they are really looking for.

“British travelers tell us that holidays no longer feel like a real break as the pressure to be online follows them everywhere. When people say that social media makes holidays feel like work, and that inaccessibility is now the sign of a ‘real’ escape, it points to a deeper shift in how many of us want to travel.

“What is changing for many is the role that holidays play. For a long time it has been about doing more, seeing more and sharing more – but that constant layer of connectivity means that many travelers never really switch off. What we are seeing now is a growing desire to step out of that cycle altogether and spend time in places where there is less noise, less connectivity and fewer expectations.

“That’s why Tasmania is appealing to so many people right now. Because it’s an island separate from mainland Australia, there’s a natural sense of distance from the pace and noise of the rest of the world – and with it a very different kind of holiday experience. Travelers can step away from devices, avoid large queues and crowds and immerse themselves in remarkably unspoilt nature, while still enjoying easy access to world-class food and drink, distinctive arts and culture, and a vibrant events calendar – often all within reach.”

“If travelers want to stay connected, they absolutely can. But if they want to relax in the right way, it usually happens very naturally here. And for many people, it’s not really about disconnecting for the sake of feeling, but about the feeling of being present again, slowing down and reconnecting with what’s important. For British travelers in particular, that’s increasingly what they get out of a holiday.”

Tourism Tasmania continues to work with trade partners to present a range of bookable experiences that align with this trend, including off-grid accommodation, guided wilderness experiences and multi-day walking routes designed to support slower, more immersive journeys.
Visit www.tourismtasmania.com.au for more information and trade resources