Tourism Australia is intensifying its efforts to attract more Indian tourists by employing celebrity endorsements and improving flight connectivity. This initiative aligns with a surge in Indian tourists’ spending and interest in Australia, marking a significant pivot in Australia’s tourism campaigns.
Leveraging Cricket's Popularity to Attract Tourists from India
Screenshot from Howzat for a Holiday campaign video by Tourism Australia
Tourism Australia has unveiled a new social media video campaign featuring Australian cricketer David Warner, targeting cricket enthusiasts in India. This cricket promotion in India showcases Warner’s favorite Australian destinations like Sydney, Melbourne, and the Gold Coast and was strategically launched just before the Border-Gavaskar Trophy, a test cricket series between India and Australia.
Phillipa Harrison, Managing Director of Tourism Australia, highlighted the campaign’s success, noting that this strategy has already resulted in five times more bookings from Indians compared to the 2018 efforts. Earlier in the year, Australian cricketer Adam Gilchrist and his son Harry were used to promote Perth during the same series, further emphasizing Tourism Australia in India.
Expanding Air Travel Connectivity
In addition to marketing efforts, Tourism Australia announced a three-year partnership with Air India, which currently offers 17 weekly nonstop flights between the two countries. Campbell Wilson, CEO of Air India, discussed plans to further increase the airline’s presence in Australia.
“India is an incredibly important market for us. We have a lot of ambition for this market. We have never been closer from a political point of view,” Harrison said. Aviation is crucial for tourism growth, and our direct flights have increased from 8 in 2019 to 25, soon to be 27—a 333% growth. This expansion is a core component of the Air India partnership.
Significant Market Growth and Strategic Focus
India has rapidly become one of Australia’s fastest-growing inbound markets, returning to pre-COVID levels. From January to August 2024, more than 285,000 Indian tourists visited Australia, an 11% increase over the previous year and 2019. Indian visitors also significantly increased their spending, with AU$2.3 billion recorded in the year ending June 2024, up 29% from 2019, underlining the success of promoting tourism in India.
The demand for longer stays is evident from the overwhelming response to Australia’s Work and Holiday visa program, which saw over 40,000 applications for a quota of 1,000 visas. This interest showcases the joint effort between Tourism Australia and Air India to facilitate travel and enhance cultural exchanges.
Nishant Kashikar, Country Manager – India & Gulf at Tourism Australia, shared future plans. Australia is now focusing on high-yield travelers from major Indian cities, aiming to attract visitors who stay longer and spend more, which highlights the strategic focus on promoting tourism in India.
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