- APT reports its strongest day of sales for 2026 as confidence for travel returns.
- Travellers are booking everything, from Antarctica flights to garden tours
- Momentum has grown as international travel restrictions lift.
APT Travel Group has reported a surge in bookings since reports last week of peace moves in the Middle East.
The company reported its strongest sales day of 2026, marking a significant milestone for the Australian-owned travel company as consumer confidence continues to strengthen across the sector.
The record-breaking sales period, recorded last Tuesday, also ranks as the fifth-best sales day in the company’s near 100 history. It is believed to be a reflection of growing demand from Australians who are eager to resume their international travel plans following the conflict in the Middle East.
According to the company, bookings have increased across its entire portfolio of travel brands, including APT, Captain’s Choice, Antarctica Flights, Botanica and Travelmarvel. The company says it is because travellers are responding to improving global conditions and increased certainty around overseas travel.
Confidence has returned
David Cox, Group CEO of APT Travel Group, says the result demonstrates the resilience of Australia’s travel market and the enduring appeal of international experiences. “Australians have continued to book travel throughout this year, but the past week has shown just how quickly momentum can build when confidence lifts,” Cox said. “We recorded our best sales day for 2026, and importantly, this is not incremental growth.”
The strong performance is not isolated to the recent global conflict in the Middle East. According to APT, it also comes after several years of volatility for the global travel industry, with operators closely monitoring consumer sentiment, economic conditions and international developments that have influenced booking behaviour.
The APT Travel Group believes recent global events drawing to a close have helped reassure travellers who may have been delaying decisions about future holidays.
“Recent global developments, including the ceasefire, have provided that extra certainty many people were waiting for, prompting those who had been considering a trip to move ahead and book,” Cox said.
Industry observers have noted that while Australians have remained interested in travel throughout 2026, many consumers have adopted a more cautious approach when planning overseas journeys. The latest sales figures suggest that confidence may now be returning at a faster pace, particularly among travellers seeking long-haul destinations and premium travel experiences.
For APT Travel Group, the surge has translated into strong demand across multiple product categories, from luxury river cruising and escorted touring to expedition experiences and small-group travel, all areas APT covers across the brand. Cox said the recent sales momentum was encouraging not only from a commercial perspective but also because it reflects renewed enthusiasm among Australians to explore the world.
“It is incredibly encouraging to see, and we are thrilled to be welcoming both new and returning guests as more Australians feel ready to explore the world again and experience everything travel has to offer.”
The latest Travel Advice
The company also welcomed a recent decision by the Australian Government to revise its travel advice relating to the United Arab Emirates and Qatar, two of the most important aviation transit hubs for Australians travelling to Europe, the United Kingdom, Africa and other international destinations.
The updated advice from DFAT is expected to make travellers more comfortable transiting through the region and could help remove a barrier that had been causing uncertainty for some holidaymakers. “This change removes unnecessary friction for Australian travellers and gives more Australians the confidence to get out and see the world,” Cox said. “We support the decision and look forward to seeing more guests moving through these key global hubs.”
The Middle East remains a critical gateway for Australian travellers due to the extensive networks operated by major international airlines connecting Australia with destinations across Europe, Africa and the Northern Hemisphere. Any changes to travel advisories affecting those transit points can have a noticeable impact on booking patterns and traveller sentiment.
A time to celebrate
The latest sales achievement arrives at a particularly significant time for APT Travel Group as the business prepares to celebrate its 100th anniversary next year.
Founded in 1927, the company has evolved from a family-run operation into one of Australia’s best-known travel brands, serving generations of travellers through a broad range of touring and cruising products. The upcoming centenary provides an opportunity to reflect on the company’s history while also focusing on future growth opportunities.
Cox said the latest results reinforce confidence in the company’s long-term strategy and ongoing investment in customer experiences.
“Almost a century of travel and this shows the appetite has never been greater. With a focus on innovation, growth and giving our guests incredible experiences, this result shows we are on the right path,” he said.
The next stage
As the broader tourism sector continues to recover and evolve, APT Travel Group’s latest performance may serve as a positive indicator of where consumer demand is heading. With international travel confidence rising, key transit routes becoming more accessible and Australians increasingly willing to commit to future holidays, the company expects momentum to continue through the remainder of the year.
For now, the record sales day stands as one of the strongest signals yet that travellers are once again looking beyond uncertainty and focusing on the opportunities that global travel can provide. For APT Travel Group, it is both a commercial achievement and a sign that the passion Australians have for discovering the world remains as strong as ever.
To find out more about APT’s travel offerings, go here.
For the latest advice from the Australian Government regarding travel restrictions, click here. And for the DFAT advice, click here.
