Australia’s lesser-known destinations—Canberra, Northern Territory, and South Australia—aim to attract more Indian tourists through new itineraries and strategic engagement.

Australia’s Lesser-Known Destinations Look to Tap into Growing Indian Market

As record numbers of Indian travelers explore Australia, the country’s lesser-visited regions—Canberra, Northern Territory, and South Australia—are keen to engage with key distribution partners in India. Although direct air connectivity remains a challenge, these destinations are optimistic that their offerings will resonate with Indian tourists. Success, however, hinges on sustained engagement and crafting innovative itineraries to capture the evolving interests of the Indian traveler. Targeting the family travel sector, FITs, and MICE segments is crucial to expanding demand beyond Australia’s traditional hotspots, writes Disha Shah Ghosh.

Record Indian Visitor Numbers Fuel Expansion Efforts

In 2024, Australia welcomed an impressive 402,200 visitors from India, solidifying the country as the fifth-largest source market for inbound tourism. With this influx, Australia’s lesser-known destinations—Canberra, Northern Territory, and South Australia—have come together for a joint roadshow aimed at directly engaging with India’s travel trade. The focus is on highlighting the unique offerings of these regions and developing new travel itineraries to attract Indian tourists.

India: A Market Full of Potential

Representatives from these Australian regions are united in their belief that India represents significant growth potential. They see the leisure and MICE sectors as key drivers of this opportunity. Beyond participating in events like the Tourism Australia marketplace and the Aussie Specialist Program, these regions are eager to foster deeper, long-term relationships with Indian tourism professionals to increase visibility and demand.

Northern Territory: Simplifying Access and Building Awareness

Tourism Northern Territory’s participation in this initiative builds on previous efforts, including a 2018 roadshow and consistent sales visits. The region currently attracts less than 2% of Indian tourists to Australia, but it is eager to change that by simplifying access and raising awareness. Northern Territory positions itself as a compelling choice for Indian visitors, offering an untapped destination full of adventure.

Tourism NT is actively targeting the MICE sector and collaborating with Inbound Tour Operators (ITOs) to streamline the travel experience for corporate travelers. In addition, the region is boosting its trade engagement through webinars, FAM trips, the Aussie Specialist Program, and strategic campaigns with major Indian tour operators like SOTC, MakeMyTrip, and Thomas Cook India.

Visit Canberra: A Blend of Nature, Culture, and Adventure

As international travel rebounds, Canberra is focusing on the Indian market, capitalizing on its diverse offerings, increasing connectivity, and accessibility. With 3% of the city’s population of Indian origin, Canberra recognizes the demand for both leisure and MICE travel from Indian tourists.

Canberra is positioning itself as a must-visit destination, offering tailored itineraries for families, honeymooners, and corporate groups. As awareness of the destination grows, Canberra is poised to attract Indian travelers seeking a unique blend of nature, culture, and adventure. Improved connectivity and a growing market presence make it an exciting choice for Indian tourists.

South Australia: Strengthening Partnerships and Expanding Accessibility

South Australia, which sees 25,000 Indian visitors annually, is stepping up its efforts to engage with the Indian market. Tourism South Australia is leveraging its latest roadshow as a platform to reconnect with trade partners and reinforce the growing importance of India as a source of inbound tourism.

The region benefits from 12 direct flights to South Australia from Singapore, with additional services via Malaysia. As India’s outbound travel market continues to expand, South Australia is committed to enhancing accessibility, strengthening trade relationships, and offering customized experiences to cater to the needs of Indian travelers in the years ahead.

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