India rises to fifth-largest source market for Tourism Australia

Australia Marketplace India returns from August 3 - 6 in Jaipur with 200 delegates.  

India continues to climb the ranks as one of Australia’s most promising source markets, reaching almost 450,000 visitor mark for the year-ended April 2024. This reflects a 9.4% increase in arrivals compared to the previous year, firmly positioning India as Tourism Australia’s fifth-largest inbound market.    

In an exclusive interaction with T3, Nishant Kashikar, Country Manager – India, Tourism Australia, shared insights into the key drivers behind this performance, emerging travel trends, and strategic plans for the road ahead.    

"India was the first market to bounce back post-COVID, and we continue to be one of the fastest-growing markets for Tourism Australia," Kashikar said. "We improved our ranking from being the seventh-largest market pre-COVID to becoming the fifth-biggest market in terms of both visitation and spend, overtaking Japan and Singapore. My endeavour will be to grow at that particular rate and hit the half-a-million mark over the next 12 months." New Zealand leads the top five list, followed by China, the US, the UK, and India.     

In the past year, Indian tourists increased their spending by 14%, contributing close to 2.7 billion AUD to the Australian economy, demonstrating strong spending power. They spent 29 million nights in the country, a 21% increase compared to previous year. "Spend per person has also gone up quite significantly, with holiday travellers spending close to 7,200 AUD on their trip," Kashikar highlighted. He further emphasised India's immense outbound potential saying, “There is no other market that offers as much potential, not just to Australia, but to the entire world.”    

Behavioural shift    

Tourism Australia has observed a clear generational and attitudinal shift in the way Indians travel. “Young Indians are now travelling at a much younger age,” said Kashikar. “There has been a noticeable transition from India being a savings-focused nation to one that is more open to spending, especially on meaningful travel experiences. They are no longer travelling as tourists but as travellers, seeking destinations that align with their personal passion points.”    

In response to these evolving preferences, Tourism Australia launched a product collective called ‘Signature Experiences of Australia’, featuring curated mix of around 700 offerings including luxury lodges, great walks, cultural journeys, ultimate winery experiences, and more.    

At the same time, efforts are being made to encourage Indian visitors to explore beyond the traditional hotspots of Queensland, New South Wales, and Victoria. “We are actively promoting destinations like South Australia, Tasmania, Canberra, the Northern Territory, and Western Australia,” Kashikar said. “We want Indian travellers to discover new regions and experiences that Australia has to offer.”  

Australia’s unique appeal    

According to Kashikar, ease and speed of visa processing remain one of Australia’s strongest advantages for Indian travellers. “There are no biometrics, no personal interviews, and no need for physical presence. The entire process is 100% online,” said Kashikar. “Travellers also don’t need to submit confirmed flight tickets or accommodation vouchers.” This, combined with increased direct air connectivity between India and Australia, has strengthened the destination’s appeal.    

One of the key differentiators for Australia Kashikar mentioned is its commitment to accessible travel. “Despite whatever limitations one may have, you are still able to travel to Australia,” said Kashikar. He noted that significant strides have been made to ensure that several activities and attractions are now easily accessible. Major tourism sites across Australia now feature designated areas and facilities for travellers with disabilities, reaffirming its position as a welcoming and inclusive destination.    

“MICE has been a strong-performing segment for us, and we will continue to invest in it proactively,” said Kashikar. “Roughly 75% of Indian travellers come to Australia for leisure, including holidays and VFR. On the business side, which includes MICE, conferences, and meetings, we see close to 35,000 to 40,000 Indian visitors annually, accounting for around 7-8% of the overall traffic.”    

Trade-first roadmap    

Tourism Australia has also focussed on the trade training front. “We were the first national tourism organisation to launch a destination training programme,” he noted. “The Aussie Specialist Program features nearly 3,500 qualified Aussie Specialists across India. We engage with them regularly and conduct trainings in eight cities to build product knowledge among frontline agents.” Kashikar noted that the majority of the Aussie Specialist network is concentrated in Tier 1 cities, which will continue to be the focus given their strong base of high-yielding travellers.    

One of its flagship B2B events, Australia Marketplace India, is also scheduled to take place in Jaipur from August 3 to 6. “We’ll have 200 delegates, 100 from Australia and 100 from India, under one roof to promote and sell Australia. We rotate the city each year; last year it was in Bengaluru, and this year it’s Jaipur,” he said.