Based on recent data from the Australian Bureau of Statistics (ABS), arrivals from India for the year-ended January 2024 reached 402,200, surpassing 101% of 2019 levels. This milestone marks the first time Tourism Australia has seen over 400,000 arrivals from India, solidifying India’s position as the 5th largest inbound market for Australian tourism in 2024, a significant jump from number 7 in 2019.
In January 2024 alone, Australia welcomed 26,200 visitors from India, equivalent to 106 per cent of pre-pandemic levels in 2019. This surge in Indian tourists is attributed to targeted marketing initiatives, a streamlined and digitised visa application process, and enhanced air travel options between the two countries.
Australia’s appeal as a preferred destination for Indian travelers has never been stronger, with a sustained increase in visitor numbers since 2019. This growth underscores the success of collaborative efforts between Tourism Australia, airlines, key distribution partners, and over 5,000 Aussie Specialist Agents in India, aimed at driving interest and conversions.
Nishant Kashikar, Country Manager – India & Gulf for Tourism Australia, expressed enthusiasm about this resurgence, stating, “The rising number of Indian tourists visiting Australia is a testament to the resilience and recovery of international travel, especially from one of our most valued markets. It reflects the strong desire for exploration among Indian travelers, who are attracted to Australia’s unique landscapes, wildlife, and the vibrant multiculturalism of our cities.”
The upward trajectory in Indian arrivals highlights the enduring appeal of Australia as a top-tier destination, promising continued growth and mutual benefits for both countries’ tourism sectors.
In 2024, the Singapore Tourism Board (STB) expects the number to go past the 2019 strength even as it acknowledged the potential of getting over 1.5 million visitors though it has not set any target given “the huge tourism potential of the Indian market.”
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In conversation with ETTravelWorld, Rita Saffioti, BBus MLA Deputy Premier, Treasurer, Minister for Transport; Tourism- Government of Western Australia highlighted a significant surge in Indian tourists to the destination, boasting a 30 per cent increase since pre-Covid times.
“This surge is coupled with a significant growth in the Indian community in Western Australia. The combination of family visits and leisure travel has contributed to a climbing visitation rate. The Indian population in WA has become the third largest in the state, indicating exponential growth that we expect to continue,” she stated, adding that India’s is a fast growing tourism market, with vast untapped potential.
In 2019, India stood as WA’s 11th largest visitor market, witnessing about 31,000 visitors in the state. Fast forward to September 2023, visitor numbers rebounded impressively to 87 per cent of pre-Covid levels. In one of recent interactions with ETTravelWorld, the minister stated that this notable uptick in tourism figures from India, has propelled the country from becoming 11th to the 7th largest market for Western Australia. This growth was driven notably by a nearly 50 per cent increase in spend per person.
“We view India as a crucial market for our tourism sector, and we are eagerly committed to fostering its further growth while concurrently amplifying our endeavours to raise awareness about Western Australia within India,” she stated.
Saffioti had also recently spearheaded a delegation to India aimed at fortifying bilateral relations, exploring fresh avenues for collaboration with the Indian travel trade, and addressing pertinent challenges, including the prospect of establishing a direct flight route.
“There’s a clear interest in establishing direct links, but aircraft availability remains a challenge. The surge in travel post-Covid has led to high demand, and while direct links are not proposed in the short term due to this constraint, we’re actively eyeing for future opportunities when aircraft become available,” she told ETTravelWorld.
Pilgrimage tourism in India earned per cent1.3 lakh crore in 2022, as compared to per cent0.65 lakh crore in 2021, according to the Ministry of Tourism. Post-renovation, the Kashi Vishwanath Dham in Varanasi experienced an unprecedented rise in footfall, attracting 70 million visitors last year, a dramatic increase from the roughly 8 million who visited in the preceding year, demonstrating the growth of spiritual tourism year on year. It is to be noted that 5 per cent of international travel is attributed to pilgrimage reasons.
Saffioti further noted that, based on available reports and indicators, India’s expanding middle class demonstrates a keen interest in exploring new destinations and indulging in unique experiences. Noting the travel segments currently under scrutiny, Saffioti disclosed that the Western Australian government is actively targeting high net worth individuals, in addition to families and honeymooners.She highlighted the adventurous inclinations of this demographic, citing their interest in activities like self-driven expeditions and deep-sea diving adventures. She emphasised the importance of maintaining focus on these unique adventure experiences, given the fact that WA boasts some stunning natural attractions including the coral reef in Exmouth, Rottnest Island, pristine beaches, and unique experiences in the northwest and Kimberley regions.
Additionally, the minister noted culinary tourism as another segment of interest, as the state has an abundance of fresh, locally-sourced cuisine and gastronomic experiences including wine regions.
In terms of marketing strategies, the minister outlined plans for intensified engagement with travel agents and tour operators. “We’re considering more familiarisation tours for the agents to experience Western Australia firsthand, along with enhanced engagement with tour operators. Explaining our unique attractions like the Ningaloo Reef and Rottnest Island will be crucial, alongside increasing marketing budgets for targeted campaigns,” she mentioned.
Notably, Western Australia just concluded its inaugural India Roadshow post-pandemic, spanning three days of meetings with tourism, travel, and trade partners based in India from February 5 to 7.
Collaboratively organised by Tourism Western Australia (WA) and Business Events Perth, the roadshow featured 16 representatives from WA’s hotels, attractions, experiences, and Regional Tourism Organisations (RTOs), showcasing their offerings to over 300 Indian agents in New Delhi and Mumbai.
When asked about any specific target cities for engagements in India going forward, the minister highlighted Chennai, Mumbai, and Delhi as priority markets. She said the aim is to leverage existing ties and explore new opportunities for collaboration.
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Western Australia is witnessing a significant surge in tourism numbers from India, elevating it from the 11th to the 7th largest market. Rita Saffioti BBus MLA, Deputy Premier; Treasurer; Minister for Transport; Tourism, Western Australia, led the delegation to India to strengthen ties, explore new avenues of collaborations, and discuss challenges, including the prospect of securing a direct flight.
During their mission in India, Saffioti along with Carolyn Turnbull, Managing Director of Tourism Western Australia, engaged with the travel trade and media to gather feedback for refining their marketing strategies and facilitating investments and engagements.
“We see India as a key market for us. And we’re very keen to support further development while continuing our efforts to promote tourism and grow the awareness of Western Australia in India,” said the minister.
“One of the purposes of our trip to India this time is to talk to the airlines. Glad to share that we’ve had a couple of meetings already,” Saffioti shared while discussing the aspirations related to securing a direct flight.
The minister expressed optimism that the ongoing discussions with airline partners will yield positive outcomes in the near future, without divulging specific details.
Speaking further during a roundtable discussion held at The Leela Palace New Delhi yesterday, Western Australia’s Managing Director also emphasised the significant growth in the Indian market for Western Australia. “We are working very closely with our trade partners on quality marketing activity to most importantly, grow the awareness of destination, our unique offerings and the wonderful regions within Western Australia. We’re so lucky to be surrounded by beautiful, wide open spaces and the rich culture that WA offers,” stated Turnbull.
In terms of the unique experiences that Western Australia offers for the Indian tourists, she mentioned about the Swan Valley’s brilliant wine-growing region, Rottnest Island, the Swan River, Fremantle, and various cultural and sporting opportunities.
During the meeting, Turnbull also highlighted that even without that direct service, Western Australia has seen the Indian market’s robust growth from strength to strength. “What we’re doing on behalf of the State Government at Tourism Western Australia is putting a lot more time and dedication and contribution into our marketing efforts and we hope to notch up our efforts this year to be able to get more numbers from India. The jump showing India at the 7th largest market position for WA is extraordinary,” she stated.
Adding to this, the minister also underscored the need to seek direct feedback from the Indian travel trade fraternity on how to raise awareness further and support increased travel between the two regions.
Bahrain, often a hidden gem awaiting exploration, allows visitors to savour its essence without the typical tourist hustle. This appeals to travellers, including Indians, for both short and extended getaways. Notably, Bahrain is conveniently located just a short flight from India, offering easy travel with good connectivity from various airlines and cities, hinting at a surge in tourism numbers from India in the coming years.
The Indian travel trade professionals present during the meet unanimously agreed on the need for a concerted push in overall and consumer marketing for Western Australia tourism. They advocated for increased awareness of the destination, aggressive promotional campaigns and the creation of segment-specific packages to cater to diverse traveller interests.
To this, Saffioti reiterated the importance of staying true to Western Australia’s unique selling points (USPs) and suggested a more targeted approach to specific target segments. She stressed the need for strategic marketing initiatives that align with the preferences and expectations of the target audience.
Minister Saffioti, who also expressed having a deep connection with India, said she had fallen in love with its energy and warmth many years ago, reiterating the importance of the Indian market for Western Australia. Saffioti, who assumed the role of Minister for Tourism six months ago, emphasised the multifaceted relationship between India and Western Australia, supported by the fact that Western Australia has a strong presence of the Indian community.
She also expressed her interest in fostering relationships through sports and cultural exchanges as well, with a particular focus on cricket and other sporting events.
Saffioti also discussed the “Dream State” overseas campaign featuring a video by Formula One driver Daniel Ricciardo, aiming to showcase Western Australia’s diverse attractions and experiences.
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