Being one of the fastest recovery tourism markets for Australia since the pandemic, India is now the in-focus market for Tourism Australia. Indian tourist arrivals to Australia between April to August 2022 were at 86 per cent of pre-Covid levels and the country expects to attain cent per cent recovery by March 2023. However, with ICC Men’s T20 World Cup, the country expects to reach the target way before March 2023, informed Nishant Kashikar, Country Manager – India & Gulf, Tourism Australia.

“Currently, we have 24 weekly direct flights from India which is way higher than our pre-pandemic levels which were 8 flights a week. This itself speaks about the growth we are recording and the demand this market has for Australia. Moving ahead, we are in talks with airlines like Air India and Qantas to add more direct frequency on India – Australia route. We want at least 120 weekly flights from India to Australia in the coming years to capture the Indian market demand and potential.” He further added, “Currently, Indians stay for an average 12-13 days in Australia but we intend to extend this by introducing many new regions, destinations, attractions and activities. We are working closely with our select trade partners to make Australia a 2-3 weeks long destination under the ‘Grand Tour of Australia’ holiday package.”

‘Experience the game & beyond’ – Tourism Australia’s campaign launched exclusively for the Indian market for ICC Men’s T20 World Cup performed quite well. The tourism board has now launched a global campaign ‘Come & say G’Day’.

‘Come and Say G’day’, a new multi-market, mass awareness campaign

The campaign introduces the world to a new Brand Ambassador, Ruby, a souvenir kangaroo who is brought to life with CGI animation and is unmistakably Australian. Ruby, voiced by Australian actress and Tourism Australia’s Global Ambassador, Rose Byrne, was unveiled yesterday in Mumbai as she hopped across billboards around the world in anticipation of the launch.

Brent Anderson, Regional General Manager for South & South East Asia, Tourism Australia said, “India, among other South and Southeast Asian (SSEA) markets, has been critical in Australia’s recovery and I’m really excited to reveal our new campaign to inspire even more Indian travellers to explore Australia. Through Ruby and Louie’s adventures, we are inviting travellers to Come and Say G’day – where they can build new authentic connections with friendly Australian locals and communities, our incredible nature, wildlife, islands and beaches, and enjoy our delicious food and drink. We are ready and can’t wait to welcome back our valued travellers from India. We are excited to announce that we have Qantas as our major airline partner across multiple markets, including here in India. You might see Ruby hopping on a Qantas plane in the near future.”

The campaign activity will be further amplified by partnership activity with airlines, State Tourism Organisations, and key distribution partners including Thomas Cook, SOTC, PickYourTrail, Kesari Tours amongst others.

Watch the campaign here – https://www.youtube.com/watch?v=P3PdfWVk7h8