Abstract
This paper assesses the extent to which dog owners located in Brisbane, Australia, wish to holiday with their pets, and whether there is a gap between this desire and reality. The paper also examines the extent to which this demand is being catered for by the tourism accommodation sector. The need for this study reflects the increasingly significant role dogs are playing in the lives of humans, and the scale of the dog-owning population. The results suggest that, although there is a strong desire among dog owners to take holidays with their pets, the actualisation of this desire is comparatively low. A significant obstacle to the realisation of this desire appears to be a dearth of pet-friendly accommodation. This has implications for the ability of the tourism industry to benefit from this potentially lucrative market, that is, the dog-owning population.