Tourism Australia’s 19th Edition of Australia Marketplace India (AMI), its flagship trade initiative, is taking place in Jaipur this week, bolstering the intense engagement between Indian travel businesses and Australian tourism representatives. Held from August 3rd to 6th, this annual B2B event brings together more than 100 Indian agents and 82 Australian tourism operators to showcase their tourism offerings, further highlighting the growing interest in Australian holidays among Indians.

With the rising interest from high-earning Indian travelers in exploring Australia, this year’s Marketplace event saw a strong response from the Indian travel and trade sector. Growth in participation from Indian companies emphasised the industry’s intent to deepen destination knowledge and strengthen consumer appeal. This strong response prompted an increase in Australian seller representation from a diverse range of businesses, including lodging and tour operators, attractions, experiences, inbound tour operators, and state and regional tourism organisations.

Commenting on the event, Ms. Jennifer Doig, Regional General Manager for South & Southeast Asia, Tourism Australia said, “With India being one of the leading markets for Australia, the marketplace plays a pivotal role in connecting leading Australian tourism experts with key players in the Indian travel trade. This steady growth of travelers year on year makes it important that we meet the trade community and offer a platform to showcase Australia’s premium offerings. This initiative is crucial to boosting tourism spending and attracting future visitors from one of our most promising inbound markets. Our travel partners remain our strongest advocates, helping position Australia as a preferred destination for India’s high-value holidaymakers.”

Mr. Nishant Kashikar, Country Manager – India & Gulf, Tourism Australia, shared, “Today’s Indian traveler seeks more than just sightseeing. They want depth, discovery, and cultural connection, all of which Australia offers in abundance. The rise of India from seventh to fifth among Australia’s top source markets reflects the growing number of Indian travelers choosing the country as their destination each year. A combination of consistent efforts in marketing, public relations, strategic partnerships, and strong trade engagement through platforms like Australia Marketplace India has driven this upward trend. Our Aussie Specialists, Business Event agents, and Key Distribution Partners have all played a vital role in sustaining this momentum. By continuing to strengthen Australia’s appeal among Indian travelers, we aim to build on this success and realise the full potential of the Indian market in the coming year and
beyond.”

Tourism Australia is experiencing growing interest from Indian travelers, driven by a combination of strategic campaigns, enhanced accessibility, and strong community ties. Innovative campaigns, such as “Howzat for a Holiday?” featuring Pat Cummins, and a social media content series with cricketer David Warner, promote his favourite Australian destinations and holiday experiences. These initiatives, launched ahead of the Border-Gavaskar Test series, are generating growing travel demand.

Targeted media outreach, impactful storytelling, and public relations initiatives actively attract high-yield travelers, further supporting this momentum. A rise in direct flight connectivity between India and Australia, combined with the convenience of access to a fully digital visa process, has also played a significant role in boosting travel. Additionally, the growing Indian diaspora in Australia, now approaching one million, along with over 100,000 Indian students, also contributes to repeat visits through family and social connections, further reinforcing the strong people-to-people links between the two countries.

Tourism Australia supports the Indian travel trade through key global events such as the Australian Tourism. Exchange and G’day Australia, enabling select frontline staff and product teams to experience the destination first-hand. The Aussie Specialist Program (ASP), along with platforms like the Trade Resource Hub and Australia 365 On Demand, provides agents with access to training and resources to effectively sell Australian holidays. Currently, there are more than 3,000 qualified Aussie Specialists across India. These agents benefit from regular newsletters, online toolkits, and tailored training modules to stay informed. Additionally, up to 36 high-performing agents in India have been honoured with the Premium Aussie Specialist title, recognising their focus on selling high-end, immersive Australian travel experiences.

As of May 2025, India ranked as Australia’s fifth-largest inbound tourism market in terms of arrivals. According to the Australian Bureau of Statistics (ABS), visitor arrivals data for the year ended (YE) May 2025 confirms Australia welcomed 453,000 visitors from India, a 10% increase. Spending by Indian visitors for YE March 2025 was AUD 2.7 billion during this period, a jump of 14% compared to 2024.

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