By Neha Mehrotra
Australia’s captivating landscapes, diverse wildlife, and vibrant cities have long been magnets for tourists worldwide. The allure of Australia for Indian tourists has never been stronger, fueled by a mix of targeted marketing strategies, the convenience of a fully digitalized visa application process, and an increase in air travel options between the two countries.
The country has witnessed a remarkable increase in inbound tourism from India, with arrivals surpassing the milestone of 400,000 for the first time in the year ending January 2024 (from February 2023 to January 2024). This growth has solidified India’s position as Australia’s fifth-largest tourism market, underscoring the strengthening bond between the two nations in the realm of tourism.
In an exclusive interview with PEAKLIFE, Nishant Kashikar, Country Manager, India & Gulf, Tourism Australia, reflects on the resurgence of tourism in Australia for Indian travellers, sheds light on the nation’s sustainability initiatives, and offers recommendations for must-visit places.
1. How important is the Indian market for Australia?
Nishant Kashikar: Australia’s inbound tourism from India has experienced rapid growth, with arrivals reaching 402,200 for the year ended January 2024 (Feb’23 to Jan’24), surpassing the 400,000 mark for the first time and establishing India as Australia’s fifth-largest tourism market. Additionally, according to McKinsey, Australia has risen from the 20th largest market for Indian travellers in 2010 to the 10th largest in 2022. This growth highlights the significant potential of the Indian outbound travel market, which has more than doubled over the past decade. India has also significantly improved its ranking to be the 5th largest inbound market for Tourism Australia in 2024, from number 7 in 2019. Tourism Australia is dedicated to fully embracing and leveraging the immense opportunities presented by the Indian market.
2. What are some of the unique attractions that have proven to be particularly appealing to Indian tourists?
Nishant Kashikar: Insights from the Consumer Demand Project research by Tourism Australia highlight that Indian high-yield travellers (HYTs) prioritise destinations known for safety, world-class natural beauty, unique wildlife, and aquatic and coastal experiences when choosing their holiday spots and Australia is seen as the ideal destination for such preferences. First-time travellers in Australia usually opt to see iconic landmarks like the Sydney Opera House, Sydney Harbour Bridge, Kangaroos, and Koalas, Melbourne Cricket Ground and Sydney Cricket Ground, with the Great Barrier Reef as a favourite attraction. While we continue to highlight these attractions, we also advocate for a deeper exploration of Australia that extends beyond the norm. These include opportunities to engage deeply with Aboriginal culture and explore the ecological ecosystems, enjoy immersive experiences around our conservation efforts, or explore Australia through some of the world’s most scenic coastal drives.
3. Could you share some insights or initiatives to enhance the overall experience for Indian travellers?
Nishant Kashikar: Tourism Australia continuously adapts to evolving tastes and demands by unveiling new tourism opportunities that allow travellers to immerse themselves in its rich culture and natural beauty in novel ways. An important initiative in this regard is the Signature Experiences of Australia. This programme focuses on packaging and promoting a variety of niche and special interest experiences aimed at attracting high-value travellers in search of unique and unforgettable experiences. These include Australian Wildlife Journeys, Cultural Attractions of Australia, Discover Aboriginal Experiences Australia, Great Fishing Adventures of Australia, Great Golf Courses of Australia, Great Walks of Australia, Luxury Lodges of Australia and Ultimate Winery Experiences Australia. We also build on the opportunities presented by marquee events such as the Australian Open, Formula One, Melbourne Food & Wine Festival, Vivid Sydney, as well as the Indian men’s cricket team’s tour of Australia to showcase the country’s vibrant culture, world-class hospitality, and unforgettable experiences for our audiences.
Our strategic partnerships with key distribution partners and airlines are critical to translate consideration into actual visitation. We also deliver bespoke campaigns and initiatives including the Best Partner Programme tailored for business events, Best of Australia roadshows, Premier Aussie Specialist Programme, and the Aussie Specialist Program. Such initiatives significantly enhance Australia’s attractiveness to international travellers, including those from India, by providing them with personalised and memorable travel experiences.
4. What steps are you taking to make Australia a sustainable destination?
Nishant Kashikar: Australia’s sustainable tourism appeal and practices are well-established, with our natural environment serving as a primary attraction for visitors. Tourism plays a crucial role in preserving Australia’s natural wonders. Moreover, as travellers increasingly prioritise responsible choices, we offer diverse, sustainable and indigenous experiences that foster cultural connections and support local communities.
5. Lastly, what’s next?
Nishant Kashikar: India was among the first international source markets to recover to pre-covid visitation levels for Australia, and it remains one of our fastest-growing inbound markets. The Indian market is a burgeoning opportunity for outbound travel. A generational shift towards early exploration, a penchant for immersive local experiences, and a growing interest in event-related travel paint a compelling picture for outbound travel from India. We will continue to capitalise on the India opportunity and maintain our growth momentum to gain a larger share of the Indian outbound travel market.
