India ranks as Australia's 5th largest inbound tourism market with 423,400 visitors.
Insights From Tourism Australia's Phillipa Harrison
In a speech to more than 100 industry figures at an event hosted by the Australia India Business Council (AIBC) in Mumbai on May 10, Phillipa Harrison, Tourism Australia's managing director shared unique insights into the Indian visitor market, its growing value, and the priority for Tourism Australia.
Harrison noted that India had already overtaken China as Australia's fifth largest inbound tourism market in the year to August 2023 and is now on track to overtake the US as the fourth largest market by 2024, fuelled by strong visitation growth, driven by the student and VFR (visiting friends and relatives) segments.
Tourism Marketing Strategy
Tourism Australia's India strategy 2023-2024 will drive growth in the Indian market through a renewed focus on collaboration and consumer marketing initiatives. Key strategic initiatives for the year ahead include:
- Relaunching Tourism Australia's consumer marketing campaign in India - showcasing unique Australian experiences through compelling storytelling.
- Maintaining strong partnerships with travel agents to ensure ease of doing business
- Working with the Australian industry to host a travel agent mega-familiarisation in India to showcase the diversity of new Australian tourism products.
- Leveraging technology and digital channels to connect with Indian consumers and travel agents and drive bookings.
- Working closely with the Australian Government to facilitate travel between the two countries, including simplifying visa processes.
The strategy builds on Tourism Australia's recently launched "Come and Say G'day" global brand platform, which invites the world to experience Australia's friendly and welcoming nature.
Harrison said Tourism Australia was committed to working with the Indian travel industry to grow the visitor economy and create jobs in both countries. She encouraged Indian businesses to take advantage of the opportunities presented by the growing Indian visitor market.
