In a major step toward deepening its engagement with India’s booming outbound travel market, Australia has launched a renewed strategic push through Australia Marketplace India (AMI) 2025, held in Jaipur from August 3–6. The flagship trade event, organised by Tourism Australia, marks the 19th edition of the initiative and underscores the growing importance of India as a key long-haul source market.
With over 100 Indian travel buyers connecting with 82 Australian tourism businesses, Marketplace 2025 served as a high-level platform for bilateral engagement, aimed at expanding tourism flows, building commercial partnerships, and aligning on long-term travel trends. This year’s edition saw increased participation from both countries, reflecting strong mutual interest in strengthening tourism trade relations.
A Holistic Strategy to Attract Indian Travellers
Australia’s current strategy to engage Indian travellers is multi-pronged—focused on enhancing accessibility, tailoring promotions to Indian preferences, and investing in trade partnerships.
At the heart of this effort is improved connectivity. A growing number of direct flights now link major Indian metros with Australian gateways such as Sydney, Melbourne, Brisbane, and Perth. This enhanced air network has dramatically reduced travel time and improved convenience, making Australia more accessible than ever for Indian leisure and business travellers.
Complementing these efforts is Australia’s digitally streamlined visa process. The fully digital visa application system offers a faster, user-friendly experience, eliminating administrative delays and enabling spontaneous long-haul travel decisions. These improvements are particularly important in attracting high-yield travellers, such as families, couples, and business delegates, who value efficiency and ease of travel.
Targeted Campaigns Drive Market Visibility
Tourism Australia continues to run targeted digital and offline campaigns tailored specifically to Indian audiences. These marketing efforts spotlight Australia’s rich and diverse tourism offerings—from coastal road trips, Indigenous cultural experiences, and wildlife adventures, to luxury vineyard stays, culinary tourism, and adventure sports.
These campaigns are amplified across social media, digital platforms, and influencer networks, with a strong focus on experience-driven storytelling. As a result, Australia is steadily becoming one of the most aspirational destinations for a new generation of Indian travellers seeking meaningful, immersive holidays.
Building Trade Capacity Through Agent Training
Another pillar of Tourism Australia’s India strategy is upskilling Indian travel agents. Through the Aussie Specialist Program (ASP) and its digital counterpart, Australia 365 On Demand, more than 3,000 Indian travel professionals have been certified to promote Australia effectively. These platforms offer product updates, destination videos, itinerary tools, and on-demand training modules, ensuring agents are well-equipped to meet the needs of today’s discerning travellers.
Top-performing agents are recognised as Premium Aussie Specialists, positioning them as trusted advisors capable of curating high-value, tailor-made Australian travel experiences. In addition, immersive trade events like the Australian Tourism Exchange (ATE) and G’Day Australia give frontline agents the opportunity to experience Australia first-hand, further strengthening their ability to sell the destination with authority.
Tourism Growth Reflects Market Maturity
India’s importance to Australian tourism has grown steadily in recent years. According to the Australian Bureau of Statistics, 453,000 Indian travellers visited Australia in the year ending May 2025, marking a 10% increase year-on-year. These visitors spent approximately AUD 2.7 billion, a 14% rise compared to the previous year, underscoring the segment’s increasing value, particularly in the premium and experience-led travel categories.
India is now Australia’s fifth-largest source market for international visitors, and these strong growth metrics reinforce Tourism Australia’s long-term commitment to the Indian market.
The Role of the Indian Diaspora and Education Sector
Australia’s sizable Indian diaspora—estimated at nearly one million residents—and its thriving community of over 100,000 Indian students play a significant role in sustaining tourism links. These people-to-people connections contribute to consistent travel flows for family visits, academic exchanges, and social reunions.
Cultural familiarity, access to Indian cuisine, religious accommodations, and multicultural cities make Australia an inviting destination for Indian travellers. This sense of belonging is further reinforced by inclusive festivals, bilingual services, and a growing awareness of Indian consumer preferences across the tourism sector.
A Shared Vision for the Future
Australia Marketplace India 2025 stands as a testament to the shared vision between India and Australia: to foster sustainable, inclusive, and mutually beneficial travel growth. As Indian travellers increasingly seek high-quality, multi-generational, and immersive international experiences, Australia is strongly positioned to meet that demand with its diverse offerings and world-class service.
By combining seamless accessibility, focused marketing, robust trade engagement, and cultural alignment, Australia is setting the stage for a new chapter in its tourism relationship with India—one marked by shared prosperity, innovation, and enduring collaboration.
