Destination stickers in Australia: From car windows to collector items
Car travel stickers are more than just decoration or self-expression. For many, they serve as souvenirs from family holidays, road trips, or as reminders of places you grew up in, or now call home.
But where did it all start? We take a look back.
The golden age of destination stickers
Car stickers have been around since the mid-1930s, when the first self-adhesive labels were invented by American, Stan Avery, the founder of Avery Products. The tourism industry was the first to mass adopt stickers on car bumpers.
Across Australia, it wasn’t until the postwar boom, between 1950s through to the 1970’s, that souvenir windscreen and car bumper stickers became a standard holiday item as the road trips increased.
Tourist centres and petrol stations sold brightly lettered destination stickers and artwork for popular holiday destinations such as Katoomba in the Blue Mountains, Broken Hill in the far west, and coastal towns like Manly, that turned a simple nameplate into a badge of regional pride and a travel memory.
Australia’s love of ‘big things’ also took a slice of the action in sticker form, with iconic structures such as the Big Banana at Coffs Harbour, built in the mid-1960s, drawing both local and international crowds. Visitors came to marvel at the 13-metre-long landmark, snap a photo, and purchase a souvenir to commemorate the visit, all while generating valuable revenue for local businesses.
Over time, more of these oversized attractions began to pop up across the country, reigniting the spirit of the great Aussie road-trip and encouraging travellers to explore regional towns in search of the next big thing.
What happened to destination stickers?
For many, destination stickers never went out of style, especially among frequent travellers, holiday makers and grey nomads who enjoy keeping a memento of places they have visited. You only have to look at some of the cars, caravans, and campers that visit NRMA Parks and Resorts or traverse NSW’s best attractions to see a collection of mementos.
But as technology ramped up, so did the way travellers behaved too. The rise of smartphones and social media brought ‘selfies’ and instant snapshots of trips to the forefront. Photos and digital memories began replacing physical keepsakes such as postcards and snow globes, with tourism bodies also shifting towards online marketing to reach wider channels.
Today bumper or car stickers cover a wide variety of industries, from sharing personal or political views, safety messages, favourite sports team or advertising. There’s also been a multitude of fads over the years, from frangipani stickers to the “My Family” range, which sparked both affection and serious debate.
There will, however, always be a place in our hearts for destination stickers, supporting local areas, and bringing a sense of nostalgia about a place or trip.
In fact, you can guarantee, that if you’ve ever travelled down to the NSW South Coast, you’ll be well-aware of their unique brightly coloured series of local stickers naming popular places including Ulladulla and Mollymook.
Is it illegal to have a bumper sticker on your car?
No. Car stickers are generally legal across Australia, provided they meet road safety and vehicle modification regulations.
However, issues arise when stickers:
- Block the driver’s view, especially through the windscreen or front side windows,
- Contain offensive or unlawful content, including hate speech
In all states, stickers must not obstruct the drivers view of the road or other traffic which could lead to fines.
The core principles are consistent when it comes to visibility under the Australian Design Rules (ADRs).
Where to find vintage destination stickers today
As with anything, what’s old is new again, and there’s always a market for nostalgic collectables. Vintage destination stickers are no exception. Many smaller online retailers now offer reproductions that pay tribute to the classic Aussie travel culture. But if you’re on the hunt for originals, be prepared to pay a premium. Their classic artwork and rarity have made them sought-after items on online auction sites, at collectors’ fairs, and in antique stores.
Do you still have a destination sticker on your caravan or car?
