Survey suggests regional centres are diversifying beyond traditional industries and broadening job options
Regional Australia is being viewed less as an economy tied to legacy industries and more as a place for professional work, new sectors and long-term prospects, according to research commissioned by NGM Group.
A national YouGov survey, the second instalment in NGM Group’s What Matters Most series, found that 71% of respondents believe regional areas are no longer defined by traditional industries. A further 89% said innovation and emerging sectors are important to the regions’ future.
The results suggest a broader shift in how Australians think about regional prosperity, with greater emphasis on skilled roles, entrepreneurship and infrastructure, as pressures such as housing costs and the cost of living influence where people choose to live and work.
“We’re seeing a new kind of momentum in regional Australia, one driven by ideas, investment and skilled people making deliberate choices about where they want to live and work,” said James Cudmore (pictured right), chief customer and digital innovation officer at NGM Group.
“In centres like Newcastle and Wollongong, there’s strong ambition matched by capability. These communities aren’t waiting to catch up but rather charting their own course.”
Nearly three-quarters of those surveyed (72%) said regional areas are attracting more highly skilled and professional workers than in the past. The figure rose to 81% among Millennials and 78% among Gen Z.
Respondents pointed to housing affordability (40%) and the wider acceptance of remote or hybrid work (31%) as key drivers. Beyond work arrangements, the survey also linked the change to an expansion in the number and range of local jobs.
“These centres are growing in depth and diversity,” Cudmore said. “From healthcare and tech to education, construction and small business, regional economies are expanding their footprint and sharpening their edge.”
Population movement was also cited. Almost two-thirds (62%) of regional respondents said their community had seen newcomers arrive over the past year, including 53% in Queensland and 65% in New South Wales.
Among Australians living in cities, 47% said the prospect of regional living was highly appealing. For those who had already relocated, 78% reported a better quality of life. Nearly half said their health and wellbeing had improved (49%), they felt safer (49%) and they felt more connected locally (47%).
When asked where the best lifestyle was found, regional coastal areas ranked first (29%), followed by outer-suburban areas (19%) and inner cities (16%).
The findings point to sustained interest in regional markets shaped by affordability, work flexibility and lifestyle considerations, alongside a perception that regional centres can support career progression.
“Hybrid work has changed what’s possible, but it’s not the only driver,” Cudmore said. “Career pathways in the regions are stronger than they’ve ever been. There’s stability, there’s growth, and there’s the freedom to plan with confidence.
“People want careers that matter and lifestyles that feel sustainable. The regions are delivering both, and that’s why they’re rising fast.”
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