In a strategic move to strengthen travel ties between Australia and India, three of the country’s leading state tourism boards, including Tourism Northern Territory, the South Australian Tourism Commission, and VisitCanberra, recently brought a slice of Down Under to Delhi and Mumbai through an engaging series of roadshows. Speaking exclusively to TTJ, senior representatives from each board shed light on the strategic vision behind this collaboration, emphasising the rich diversity of experiences awaiting Indian travellers. They also highlighted the increasing role of the Indian market in shaping Australia’s tourism growth, reinforcing a shared commitment to fostering stronger tourism ties and seamless travel experiences between the two nations.
Unlocking the Northern Territory’s Potential in India
As global travel patterns evolve, the Northern Territory is turning its focus to new markets, with India emerging as a key priority. Emily Hill, International Markets Manager Tourism Northern Territory, noted, “Traditionally, our key visitors have come from Western countries like the UK, US, and Europe, but India, along with Japan and Korea, presents immense growth potential.” Indian arrivals to Australia surpassed pre-COVID levels at 483,000 last year, and though the Northern Territory currently captures only a small share of this market, Emily is optimistic that with the right strategy, this number will grow significantly in the coming years.
The Regional Attractions
The Northern Territory is divided into two distinct regions. The Top End is tropical and lush, featuring stunning waterfalls, national parks, and abundant wildlife. In contrast, the Red Centre offers a quintessential Australian outback experience, home to the UNESCO World Heritage-listed Uluru National Park. Emily points out, “Easily accessible from Melbourne and Sydney, a two-night stay in Uluru allows visitors to explore The Rock by segway, camel, or bike, with breathtaking sunrises and sunsets. Dining under the stars with Indigenous cuisine is simply unforgettable. Three hours away, Kings Canyon offers the stunning Rim Walk—ideal for adventure seekers.” Emily suggests the must-visit wonders of Kakadu National Park, another UNESCO-listed location. It showcases breathtaking waterfalls, ancient rock art and immersive cultural experiences. The region’s deep-rooted Aboriginal heritage adds to its outback attraction. In the heart of the Red Centre, travellers can engage with the Anangu people, who bring their traditions to life through storytelling and traditional art, offering an unforgettable connection to Australia’s Indigenous culture.
Emily describes the Northern Territory as ideal for travellers seeking soft adventure. She explains, “It is for those wanting to get off the beaten path—self-driving, exploring national parks, and learning about our indigenous culture. It is less for shopping or city experiences but offers the true Australian outback.” She believes it is the perfect attraction for Indian visitors looking for adventure, culture, and a better understanding of Australia’s heritage.
Indian Traveller Requirements
Emily recognised the challenges of accommodating Indian travellers’ dietary preferences, stating, “We are fully aware of this challenge. However, as a multicultural city, Darwin provides a diverse culinary scene with strong Southeast Asian influences, making it less of an issue. But vegetarian options are always available in more remote areas like Kakadu and Uluru National Parks, though traditional Indian cuisine can be harder to find,” she noted.
Emily outlined the tourism board’s efforts to educate local operators, saying, “While we cannot dictate the cuisine offered, we are working closely with key operators to emphasise the importance of catering to Indian visitors.” She highlighted the focus at Uluru, noting, “We are specifically working with Voyagers at Uluru to ensure Indian cuisine is available, as we know many Indian travellers visit their five resorts.”
Reinforcing Trade Partnerships
Emily outlined a renewed focus on engaging Indian travel operators. She said, “Pre-COVID, we regularly visited the market for sales calls. Since then, we have only attended Tourism Australia’s Marketplace. We need to educate our trade partners in India, attend events, conduct webinars, and run familiarisation trips (FAMs). Last year, we organised a FAM specifically for Indian trade to experience the Top End. Tourism Australia’s Marketplace in August will be an important opportunity.” Emily further emphasised the importance of Inbound Tour Operators (ITOs), noting that travel agents can only promote what is accessible through their ITO partners, making strong partnerships essential for the industry’s success.
South Australia ‘Hits a Six’ with Indian Tourists
India has emerged as Australia’s fifth-largest international market, surpassing pre-pandemic visitor numbers. Martin Kaesler, Manager of Global Markets at the South Australian Tourism Commission (SATC), shared, “We have recorded 25,000 Indian arrivals till September 2024, exceeding the 24,000 arrivals of pre-pandemic 2019.” Fuelled by the ‘visiting friends and relatives’ (VFR) segment and growing connectivity, India’s outbound to South Australia is on an upward trajectory. “The momentum is strong, and we expect continued growth as awareness and accessibility improve,” Martin added.
‘World’s First’ and ‘Only-In’ Experiences
Centrally located and well-connected, South Australia is the perfect gateway to exploring the country. It is a given that the Adelaide Oval is the star attraction for most Indian visitors, but beyond its cricketing magic, it does have a lot more to offer. Renowned for its ‘world-firsts and only-In experiences,’ it is home to 18 renowned wine regions and also the birthplace of Australian wine, deliciously complemented by exceptional local produce. Travellers can sip century-old wine in the Barossa Valley or explore the avant-garde D’Arenberg Cube. Apart from its vineyards, the state offers unparalleled wildlife encounters, from koalas in the Adelaide Hills to open-range safaris at Monarto Safari Park, the only largest of its kind park outside Africa. The safari park is set to introduce luxury lodges and tented stays soon. Meanwhile, Kangaroo Island, a wildlife haven seven times the size of Singapore, features kangaroos, sea lions, lavender farms, and eucalyptus distilleries.
Beyond its landscapes and attractions, South Australia’s true charm lies in its people—passionate tourism operators dedicated to crafting authentic and unforgettable experiences.
Strategy for the Indian Market
South Australia is tailoring its approach to the Indian market by leveraging its strong cricket connection, self-drive experiences, and intimate tourism offerings. Martin highlighted Adelaide Oval as a significant draw for Indian visitors, with its rich cricket legacy, the Sir Donald Bradman Collection, and the thrilling stadium Roof Climb offering panoramic city views.
Self-drive tourism is a key focus, making South Australia ideal for first-time Indian travellers as the region’s well-connected road network encourages exploration. From gourmet picnics on Kangaroo Island to boutique operators offering immersive nature and wildlife experiences, South Australia thrives on smaller, personalised tourism operators, ensuring deeper engagement. Beyond Adelaide, the Outback and Eyre Peninsula also provide unique adventure opportunities.
The state’s Indian diaspora plays a crucial role in promoting tourism. “They actively showcase South Australia to visiting friends and family, acting as our on-ground ambassadors,” Martin explained, making VFR (Visiting Friends & Relatives) travel a key growth driver.
Beyond leisure, South Australia is expanding into business events and incentive travel. “Adelaide offers diverse, easily accessible experiences, making it an attractive destination for larger corporate groups,” Martin added.
Strengthening Trade Ties
South Australia is strengthening ties with Indian travel operators, partnering with Tourism Northern Territory and VisitCanberra to reconnect with the market. Martin shared, “India is a key market with immense long-term potential. Hence, collaborations with inbound tour operators and DMCs are crucial in understanding this market,” To refine its approach, SATC supports Tourism Australia’s campaigns and the Aussie Specialist Program while enhancing airline partnerships, including Singapore Airlines, to boost connectivity.
SATC also invests in industry training through programmes like India Host with the Australian Tourism Export Council (ATEC), ensuring businesses are well-prepared to welcome Indian travellers. With a targeted, collaborative strategy, South Australia is building a strong foundation for sustained Indian market growth.
Weaving Canberra into the Itinerary
As Indian travellers expand their horizons beyond Australia’s iconic cities and coastlines, Canberra is stepping into the spotlight and emerging as a must-visit destination. Sarah Staruszkiewicz, Director, International Partnerships at VisitCanberra, observed, “India is a key market for us. We saw strong growth before COVID-19, and now, as travel rebounds, the momentum is returning. What we offer truly resonates with Indian travellers as it provides an opportunity to see a very different side of Australia.” With a unique blend of culture, history, and nature, Canberra offers an enriching depth to any Australian itinerary.
The Australian Capital
Canberra, Australia’s capital, is unlike any major city. It is a meticulously planned urban centre, designed by American architects Walter Burley Griffin and Marion Mahony Griffin, who won an international competition. “Interestingly, Walter Burley Griffin is buried in Lucknow, India—so there is a unique connection between the two nations,” she noted. As the cultural heart of Australia, it houses national museums and galleries that tell its unique story, with the Parliament House being one of the highlights.
Built around the Australian bush, Canberra blends nature with city life. ” It offers a relaxed contrast to Australia’s bustling cities. With just 500,000 residents, it is easy to navigate, and visitors can pack a lot into their itinerary,” Sarah shared.
Canberra is rapidly emerging as an offbeat destination for Indian travellers seeking more than Australia’s major cities. “We offer a different side of Australia—immersive, authentic, and rich in culture,” Sarah noted. The city’s top attractions include Parliament House, where visitors can take guided tours and witness live sessions, and the National Gallery of Australia, home to the world’s largest collection of Aboriginal and Torres Strait Islander art. Traditional Owners Aboriginal Corporation offers an immersive ‘Walk on Country’ experience, where visitors meet Elders, hear ancestral stories, and gain insights into Indigenous ways of life.
Families will find plenty to do, from Tree Tops Adventure Park to the National Dinosaur Museum and Questacon. Canberra’s skies come alive year-round with hot air ballooning, peaking in March during the Balloon Festival when 30 balloons take flight. For a unique vantage point, GoBoats on the lake provide a stunning waterside view. Sarah pointed out, “Canberra is a fantastic family-friendly destination with unique experiences and accessibility; the capital is becoming a must-visit for Indian travellers looking beyond the usual hotspots.”
Multicultural Culinary Excellence
Canberra’s vibrant culinary ambience offers many regional cool-climate wines and exciting dining options, making it an ideal destination for Indian travellers with specific dietary preferences. “As Australia’s capital, we host over 100 embassies and high commissions, which has shaped Canberra into a truly multicultural city. This cultural diversity is reflected in the city’s food, where visitors can find an array of global cuisines, from fine dining to hidden gems in local neighbourhoods. So whether you are looking for vegetarian, vegan, or even halal options, Canberra has it all! From authentic Indian eateries to international hot spots, the city ensures every traveller can enjoy a taste of home while exploring something new,” Sarah observed.
Beyond Trade Shows
Raising awareness about Canberra’s tourism offerings requires a multi-faceted approach. “We already run a small brand campaign on digital channels in Bangalore, Mumbai, and Delhi,” Sarah explained.
In addition, Sarah shared, “Canberra maintains strong engagement with trade partners and the media. We collaborate with the trade, establish strategic partnerships, and work with a dedicated PR agency in India. We continuously pitch ideas, host the media, and ensure Canberra stays top of mind.” Concluding on an upbeat note, Sarah said, “Our objective is clear – When someone decides to visit Australia, we want them to think, ‘I have heard of Canberra, and I want to see more!”
