Tourism Western Australia Wraps Up Landmark India Campaign; Eyes Stronger Growth from the Market
Tourism Western Australia (Tourism WA) has successfully concluded its largest-ever marketing campaign in India, reinforcing the country’s position as one of its fastest-growing source markets. The ambitious campaign, which ran through a four-phase promotional strategy, culminated in a high-profile networking dinner on October 7, 2025, at the Taj Palace, New Delhi, hosted by Reece Whitby MLA, Minister for Tourism, Western Australia, alongside senior delegation members including Chad Anderson, CEO of Tourism WA, and Anneke Brown, Managing Director of Tourism WA.
India now ranks as Western Australia’s eighth-largest inbound market by visitor volume, reflecting the success of Tourism WA’s strategic focus on the country. The campaign combined media outreach, trade engagement, consumer activations, and government representation to create a holistic approach to market development.
A Multi-Faceted Campaign
Launched earlier this year, the campaign was designed to strengthen India’s role in Western Australia’s tourism landscape. It leveraged partnerships with leading travel agents and online travel agencies (OTAs), ensuring the travel trade was well-equipped to meet demand during India’s festive and holiday season.
A flagship initiative of the campaign was the Swiggy consumer activation, a first-of-its-kind collaboration with India’s top food delivery and quick-commerce platform. The campaign transformed everyday food and lifestyle moments into immersive travel inspiration, featuring the quokka, famously known as the happiest animal on Earth, across Swiggy’s app interfaces, delivery screens, and tracking maps. This innovative activation encouraged users to pause from daily routines and envision the joy of a holiday in Western Australia, blending the convenience of Swiggy with the state’s relaxing and joyful experiences.
From September 9–17, 2025, Tourism WA hosted over 20 leading Indian travel agents and trade media on a mega familiarisation trip, showcasing Western Australia’s diversity — from pristine natural landscapes and luxury wine regions to adventure-filled itineraries. Delegates also participated in the Namaste WA networking event at Optus Stadium, offering a platform to strengthen ties with local tourism stakeholders and explore collaborative opportunities.
Reflections and Future Plans
Reflecting on the campaign, Anneke Brown, Managing Director of Tourism WA, said:
“This has been one of our most ambitious and holistic outreach programs in India. By combining trade and media engagement with a consumer platform like Swiggy, we have created visibility at multiple levels. We are confident that this integrated approach will translate into stronger demand and a deeper, enduring affinity for Western Australia.”
The campaign has not only increased awareness of Western Australia as a premium travel destination but also laid the foundation for ongoing engagement with the Indian market. Tourism WA plans to continue trade training, consumer activations, and discussions on route development throughout the coming year.
India’s Growing Importance
Tourism WA’s investment in the Indian outbound market comes at a time of record growth in visitation. In the year ending June 2025, approximately 38,000 visitors travelled from India to Western Australia, generating around AUD 75 million in visitor spend. This performance has positioned India as the state’s eighth-largest inbound market by volume and fourteenth-largest by visitor spend, highlighting its increasing strategic importance.
With initiatives like the Swiggy activation, immersive trade experiences, and government-led engagements, Tourism WA has created a robust and multi-layered approach to ensure that India continues to grow as a key source market for years to come.
The campaign’s conclusion marks not an end, but a new chapter in India–Western Australia tourism relations, one that promises stronger demand, deeper partnerships, and lasting engagement with one of the world’s most vibrant outbound travel markets.
