Australia Courts Indian Travelers With Cricket Campaigns and Easier Visas

This week, for the first time, tourism boards from all eight Australian states and territories participated in Tourism Australia’s marketplace in India.

One trend that representatives are trying to capture: Indian travelers are increasingly visiting just one part of the country, according to Nishant Kashikar, Tourism Australia’s country manager for India.

“We thought that when Indians traveled, they would do a multi-city or multi-state itinerary, but that is changing,” he said. Indians are now taking a week or 10 days to explore single destinations such as Tasmania or Western Australia instead of traveling across the country.

Simplified multi-entry visas have played a role in encouraging this shift, according to Kashikar.

Tourism Australia is tapping into Indians’ deep love for cricket to build brand affinity and drive travel interest. A recent “Howzat for a Holiday” campaign features Australian captain Pat Cummins. Last year, a digital campaign starring David Warner was timed to coincide with the Border-Gavaskar Test series between India and Australia.

More than 6,000 Indians traveled to Australia for that series alone.

“It is about making that connection and really playing into what Indian travelers love and aspire to see,” Jennifer Doig, regional general manager for South and Southeast Asia at Tourism Australia told Skift.

Australia is also expecting another throng of Indian visitors to the country later this year around the Diwali break when the Indian cricket team will be traveling to Australia to play. In fact, the match scheduled to be held in Sydney is sold out because it could potentially be the last One-Day International match played together by Indian cricket stars Rohit Sharma and Virat Kohli, Kashikar said.

But is cricket and diplomatic goodwill enough to maintain momentum with Indian travelers?

Kashikar also noted that Indian travelers continue to prioritize secure destinations.

“Australia ranks right up there in terms of safety,” he said.

Kashikar and Doig noted that experiences tied to social, cultural, and entertainment events are also increasingly driving visits. “This is a significant shift that we’ve seen in the number of people who travel for these events,” Kashikar said. “Australia has got such a huge and massive event calendar. We would like to capitalize on these opportunities.”

Indians are visiting the country for events such as Vivid Sydney, Margaret River Festival, Australian Open tennis tournament, Formula One races, or food festivals such as the Melbourne Food and Wine Festival, and then are building holidays around that experience.

Other pull factors include food, especially vegan options, and improved accessibility. “Great food and drinks, including vegan food, are available in Australia so we check that box as well,” Kashikar said. “Ease of access in terms of aviation connectivity and ease of getting a visa are also factors that Indians consider before planning a holiday.”

In the 12 months ending May 2025, 453,000 Indian travelers visited Australia – a 10% year-over-year increase. India maintained its position as the fifth-largest source market for Australian tourism. Spending also rose: In the year ending March 2025, spending by Indian visitors increased 14% from the year prior.

Indians are staying longer, too. “The number of nights that Indians have spent in Australia have increased by 21%,” Kashikar shared.

“This steady growth of travelers year on year makes it important we meet the trade community and offer a platform to showcase Australia’s premium offerings,” Doig said.

September 16-18, 2025 - NEW YORK CITY