Tourism Australia hosted a media address in Delhi on November 11, 2024, led by Phillipa Harrison, Managing Director, Tourism Australia, with a delegation of 15 CEOs of Tourism conventions and bureaus from Australia. Taking sports tourism to the next level, Phillipa makes exciting announcements of sporting events in Australia that are guaranteed to get Indian fans extremely excited.
India has emerged as Australia’s 5th largest inbound market for arrivals, surpassing pre-COVID levels. For the year ending August 2024, arrivals reached 423,400, marking a 6 per cent growth over 2019 (399,300). From January to August 2024, arrivals totalled 285,400, an 11 per cent increase compared to both 2023 and 2019.
According to Phillipa, Australia and India have never been more closely aligned, both politically and economically. With strong governmental ties, a recently signed free trade agreement, and thriving trade and investment relations, the partnership between the two nations continues to deepen. The flourishing visitor economy is the significant outcome of this growing partnership, poised to strengthen further in the years ahead.
World Class Sporting Events
Australia sets a great example of how sports and tourism can go hand in hand and be mutually beneficial while bringing nations closer together. Phillipa proudly declares the commencement of a headlining sporting event, “We have the Border Gavaskar series kicked off on November 22, in Perth, with a set of five matches across Australia culminating in New Year’s Eve. We see this as a pivotal moment when India’s attention is focused on Australia. We aim to use this opportunity to showcase the story of Australia, which extends far beyond the stadiums.
She further shares, “Cricket remains a cornerstone of the bond between India and Australia, and we continue to leverage this shared passion. Cricket inspires travel, and the excitement around the Border-Gavaskar series is proof—bookings from India for this year’s series have surged fivefold compared to 2018, reflecting the growing momentum.”
Australian Test captain Pat Cummins stars in Tourism Australia’s special Come and Say G’day campaign aired on Indian TV during the five-test series. With up to 50 million Indian cricket fans expected to watch the matches, Cummins joins brand ambassador Ruby the Kangaroo in the segment Howzat for a Holiday? to showcase Australia’s world-class tourism destinations and experiences beyond its stadiums.
In addition, the Victorian government has announced a significant cultural crossover – a demonstration match of Pro Kabaddi, India’s second-largest sport, will take place in Victoria. It is an exciting step, blending sports diplomacy with cultural exchange. Sydney has been announced as the seventh Marathon destination, and significant numbers from southeast Asia are already signing up. Another major opportunity for Australia lies in the upcoming 2032 Olympics in Southeast Queensland. After the Sydney Olympics in 2000, the country experienced a significant surge in international visitation in the following years.
Marketing Strategy for 2025
Addressing the strategy behind the announcement of such world-class events, Phillipa explains, “Tourism Australia’s role is not to sell seats in stadiums – rather to make the most of the moment when the eyes of the world are on Australia. So, our work is to exhibit the depth and breadth of the country and its experience during those big moments. A whole range of big sporting events is coming—what we call the runway of green and gold—leading up to the Olympics.”
Beyond sports, Australia boasts a diverse calendar of global, world-class events, which the organisation plans to actively promote. By showcasing these experiences, Tourism Australia aims to attract more visitors and drive engagement to highlight the country’s vibrant offerings. Phillipa notes, “We are also working with our key distribution partners and airlines to convert demand into bookings. We offer exceptional culinary experiences with our produce, where it comes from, the culinary artisans who make it, and how that is delivered to someone’s plate. As food and wine are significant travel drivers, we will also dial up our agritourism space next year.
Tourism Australia plans to leverage authentic stories from real people, sharing their personal experiences to encourage Indian travellers to visit the country. Advocacy has always been a cornerstone of their marketing strategy, and they will continue to utilise the power of influencers to highlight what makes Australia truly unique. As part of a new social media campaign, former Australian cricketer David Warner features some of his favourite holiday destinations and experiences in Sydney, Melbourne, and the Gold Coast.
Cost of Event Experiences
When planning a trip to Australia, the first consideration is often the budget. On average, an Indian traveller spends between $5,000 and $5,900. The key to securing the best deals is booking early. If you plan to visit Australia during the Indian summer school holidays in June, booking in advance gives you access to multiple flight options, with 10 to 12 airlines offering connections. Further collaborations with airlines on tactical campaigns help drive visitation and ensure bookings. Early bookings typically result in better deals, while last-minute bookings tend to come with higher premiums. Moreover, Indians often incorporate events as part of their overall holiday experience, which makes the cost more reasonable when averaged across the entire trip.
From MICE to Leisure
There has been a significant surge in MICE (Meetings Incentives Conferences Exhibitions) visitation, and India is consistently one of Australia’s top two markets. Large groups are choosing Australia as a top destination for recognising stakeholders, employees, and dealers. This growth is driven by the increase in direct flights, which have expanded from eight flights pre-COVID to nearly 25 flights post-COVID—and the number continues to rise.
Phillipa says, “We focus on incentive travel, and you will see activity in this segment grow. We provide assistance to get larger groups across the line for the association space.” The most significant advantage to MICE travellers is the streamlined visa process. There are no biometrics or personal interviews, and the entire application is 100 per cent online. Additionally, the multi-entry visa is valid for up to five years, allowing travellers to continue exploring new Australian cities with ease. MICE travellers generally spend almost twice as much as leisure travellers, even though their stay is shorter, making them an important high-yielding segment.
Leisure travel has two parts: one is pure holidaymakers, and the other is a large growing friends and relatives segment. Phillipa notes, “The leisure traveller is key for us, and we have had great growth out of this market. We have grown about 11 per cent over the last decade, with 423,000 arrivals this year, looking to grow that to 482,000 next year.” Indian students are vital to Australia’s visitor economy, with around 110,000 currently studying there. Their parents often visit, boosting tourism as they explore the country.
Unique Work Opportunities for Indians
Australia has received a phenomenal response from India, which recently joined the Working Holiday Maker programme. The predefined quota offered up to 1,000 visas, with 100 applicants selected through a ballot, but over 40,000 people applied for these visas. This programme presents an excellent opportunity for Indians looking to work and holiday in Australia. Outlining the importance of this programme Phillipa said, “This is a cohort that we love, and it is an important area of focus as working holidaymakers come, work, and they also travel far and wide across Australia.”
Another unique programme, the MATES (Mobility Arrangement for Talented Early-professionals Scheme), is designed for technically skilled Indians who wish to travel and work in Australia. Nearly 3,000 individuals can participate in this programme, allowing them to live and work in Australia for a few years. It is part of the broader Economic Cooperation Agreement between India and Australia, reflecting the increasingly close relationship between the two countries, which have become “best mates” in recent years.
Phillipa concludes, “There is a strong ambition to grow the Indian market across Australia, with New South Wales, Sydney, and Melbourne leading the charge. Perth is also eager to expand its reach and is actively pursuing a direct flight from Delhi to Perth. Every state in Australia is focused on attracting Indian visitors, which is why all the state CEOs are here. Melbourne is currently the top destination for Indian arrivals, followed closely by Sydney. We look after our visitor economy and our people-to-people links are a significant part of the puzzle, which will only continue to grow.”
