India has surged to become the fifth-largest inbound tourism market for Australia, climbing from its seventh position in 2019, according to data for the year ending August 2024.
To capitalize on this momentum, Tourism Australia is doubling down on its efforts to attract Indian visitors by fostering deeper partnerships and showcasing Australia’s diverse offerings.
Strengthening Ties with Key Stakeholders
Between November 11 and 14, a delegation of 15 CEOs from Australia’s state and territory tourism organizations, including convention bureaus, visited New Delhi and Mumbai. Their mission: to meet with airline partners like Air India and IndiGo and key distribution partners such as MakeMyTrip and Thomas Cook. The delegation sought to strengthen Australia’s commitment to the Indian market and boost visibility for business and leisure travel opportunities.
Leveraging Cricket to Attract Indian Tourists
Tourism Australia has strategically launched a four-part social media series starring former Australian cricketer David Warner, who is popular among Indian cricket fans. The series, released on Instagram, showcases Warner’s favourite Australian destinations, including Sydney, Melbourne, and the Gold Coast. The timing coincides with the ongoing Border-Gavaskar Trophy (BGT), a highly anticipated five-match cricket series beginning November 22, which has historically attracted a significant influx of Indian visitors.
Speaking in New Delhi, Phillipa Harrison, Managing Director of Tourism Australia, emphasized the growing ties between the two nations. “Politically and economically, our countries have never been closer. The Border-Gavaskar Trophy is an ideal opportunity to spotlight Australia beyond the stadiums. Since 2019, direct flights between India and Australia have increased from eight to 25, allowing us to better cater to Indian travellers,” she said.
Harrison revealed that bookings for this year’s BGT are five times higher than those recorded in 2019, further underlining cricket’s role in driving tourism.
Warner said he is immensely proud to partner with Tourism Australia on the new social content series. “From our unique wildlife to our coffee culture, and icons like the Sydney Opera House and Melbourne Cricket Ground, Australia has so much to offer travellers from India, and I’m so excited to have the opportunity to show off our backyard.”
Expanding Beyond Traditional Destinations
While Sydney, Melbourne, and the Gold Coast remain popular, Australia is keen to promote lesser-known destinations. Michael Matthews, CEO of the Canberra Convention Bureau, noted the growing interest in multi-destination itineraries among Indian incentive travellers, suggesting combinations like three nights in Sydney and two nights in Canberra.
Business Events Adelaide is looking to showcase unique experiences for incentive groups, such as meet-and-greet opportunities with former cricketers at Adelaide Oval or visits to Monarto Safari Park.
“We are confident Adelaide will host many Indian MICE groups in the coming year,” said Damien Kitto, CEO of Business Events Adelaide. The bureau is also in talks with Indian airlines to establish direct flights to the city.
Accelerating Growth
With 59% of Indian visitors traveling to Australia to visit friends and relatives (VFR) and 15% for holidays, Tourism Australia is optimistic about a 15% increase in Indian arrivals over the next year. The success of its “Come & Say G’day” campaign, which is now entering its second phase with a focus on Indian talent, is expected to amplify this growth.
Australia’s digitized visa process and expanded flight connectivity have further facilitated inbound travel from India, with outbound MICE demand growing at 6-7% annually. Robin Mack, Executive General Manager of Tourism Australia, remarked, “The incentive segment is a key driver of MICE growth from India. With the recent CEO delegation visit, we aim to showcase the diverse incentive experiences available across Australia.”
As India’s travellers grow more adventurous and discerning, Australia is poised to capture their attention, offering a mix of iconic landmarks, offbeat destinations, and world-class events.