Tourism Australia just wrapped up its 19th Australia Marketplace India (AMI) event in Jaipur, Rajasthan, from 3-6 August 2025. The flagship trade forum welcomed over 100 Indian travel agents and 82 Australian tourism operators, showcasing Australia’s best experiences to an expanding Indian traveler base. With India now Australia’s fifth-biggest tourism market, the forum focused on strengthening trade ties, broadening destination awareness, and promoting high-end experiences to entice high-yield Indian visitors. Indian arrivals swung to 453,000, with visitor spending hitting AUD 2.7 billion, underlining the strong mutual enthusiasm and the bright, continuing growth story between the two countries.

Strong Growth in Indian Tourism to Australia

India has emerged as a significant tourism market for Australia, now ranked fifth among Australia’s largest sources of inbound travelers. As of May 2025, Indian visitor arrivals increased by 10% to 453,000 visitors compared to the previous year. Visitor expenditure from India rose even more significantly, reaching AUD 2.7 billion by March 2025, marking a 14% growth year-on-year. This impressive growth highlights the Indian market’s increasing appetite for immersive and high-quality tourism experiences in Australia, driven by Australia’s strong promotional efforts and tailored marketing initiatives.

Deepening Engagement Through Marketplace Initiatives

The Australia Marketplace India in Jaipur effectively connected the Indian travel trade with Australian tourism representatives. The event featured structured, pre-scheduled business-to-business (B2B) meetings and networking opportunities, enabling Indian travel agencies to enhance their knowledge of Australian destinations, accommodations, and unique experiences. Australian operators presented diverse offerings, from luxury lodging and tour services to unique local attractions and experiences. This extensive participation demonstrated the mutual intent to cultivate lasting professional relationships, directly translating into increased tourist visits and enhanced market presence in India.

Extensive Trade Support Programs

Tourism Australia continues to actively support the Indian travel trade through comprehensive training programs and resource hubs. The Aussie Specialist Program (ASP), the Trade Resource Hub, and the Australia 365 On Demand digital platform equip Indian travel agents with detailed destination knowledge, product information, and sales tools. Currently, over 3,000 qualified Aussie Specialists are operational across India, with 36 top-performing agents recognized as Premium Aussie Specialists for their excellence in promoting luxury and immersive Australian travel experiences. These initiatives are crucial in sustaining the growth momentum and enhancing the effectiveness of Australia’s tourism marketing efforts in India.

Strategic Marketing Drives Indian Demand

Australia’s targeted marketing campaigns have been instrumental in increasing Australia’s visibility among Indian tourists. Notable campaigns such as “Howzat for a Holiday?” featuring Australian cricket captain Pat Cummins, along with engaging social media content series featuring cricket star David Warner, have resonated strongly with Indian audiences. Leveraging India’s love for cricket, these initiatives connect deeply with Indian travelers, encouraging them to explore Australia’s iconic landmarks and unique local experiences. Complemented by strategic PR and impactful storytelling, these campaigns effectively build a robust pipeline of future travel demand from India.

Enhanced Connectivity and Streamlined Travel

Improved direct flight connectivity between Australia and India, alongside simplified, fully digital visa application processes, significantly enhances accessibility for Indian tourists. With more direct flights and streamlined visa procedures, travel planning is easier, more efficient, and increasingly attractive to Indian travelers. Additionally, the thriving Indian diaspora in Australia, now close to one million strong, including over 100,000 students, promotes regular repeat visits, further reinforcing social and familial ties between the two countries. This robust community link creates a stable foundation for sustained tourism growth.

Future Outlook and Strategic Goals

Looking forward, Tourism Australia is committed to further amplifying its marketing efforts and industry engagement to achieve ambitious tourism goals. Upcoming campaigns, including the substantial “Come and Say G’Day” initiative, continue to target Indian travelers with appealing narratives and influential ambassadors like Sara Tendulkar. These campaigns aim to further position Australia as a premium, must-visit destination for discerning Indian travelers, driving visitor numbers to surpass half a million within the next year.

Jaipur Event Highlights Strong Bilateral Ties

Held in the colorful heart of Jaipur, the Australia Marketplace India 2025 event showed just how strong the India-Australia friendship has become. The gathering highlighted rising trade figures, yet the real excitement lay in the deeper cultural ties and shared goals that each conversation and presentation brought to life. With Australia now seen as a top choice for Indians seeking premium travel experiences, both nations are primed to gain even more from this lively and generous tourism partnership.