Amid record number of Indian travellers visiting the nation Down Under – the three lesser-visited destinations of Canberra, Northern Territory and South Australia are keen to engage with the key distribution partners in the Indian market. While direct air access continues to remain a challenge, these destinations are confident of their offerings resonating with the Indian traveller’s interests. However, the success of this exercise on the ground rests on consistent engagement, and capturing the interest of the Indian travellers via newer itineraries. The family travel segment, FITs and MICE segments are the three verticals that can drive demand beyond the popular cities, Disha Shah Ghosh reports…
Australia welcomed a record 402,200 Indian travellers in 2024, solidifying India as the fifth largest inbound source market for the nation Down Under.
To gain their share of this burgeoning opportunity, lesser-known destinations of Australia – Canberra, Northern Territory and South Australia came together for a joint roadshow to directly engage with the travel trade fraternity in India, and showcase the sheer variety of their facets to design newer itineraries.
Each of the representative of these destinations were unanimous in their opinion that India has been earmarked as a growth frontier, the leisure and MICE segments hold valuable potential, and they are keen to engage with the Indian tourism professionals beyond participating in the annual Tourism Australia marketplace, and the Aussie Specialist Program. While positioning their destinations as a compelling choice for Indians, they are keen to deeply engage with key distribution partners to create visibility.
Northern Territory
Tourism Northern Territory’s participation in this initiative follows its 2018 roadshow and consistent sales visits, highlighting its commitment to tapping into India’s rapidly growing outbound travel market. Northern Territory currently attracts less than 2% of the Indian travellers to Australia. Recognising India as a high-potential market, NT aims to simplify access and awareness, positioning itself as a compelling destination.
“Despite the absence of direct flights, Northern Territory is easily accessible via Singapore, with Darwin serving as an ideal gateway—reachable in under 12 hours. The destination is particularly suited for Indian families, with a recommended 2-3 day stay in Darwin to break up long-haul travel, especially for those with young children,” said, Emily Hill, International Markets Manager Tourism Northern Territory.
Tourism NT is actively targeting the MICE sector, collaborating with Inbound Tour Operators (ITOs) to streamline travel experiences. The destination is also reinforcing trade engagement through webinars, FAM trips, Aussie Specialist Programme and strategic campaigns with SOTC, MakeMyTrip and Thomas Cook India.
Visit Canberra
As international travel regains momentum, Canberra is setting its sights on the Indian market, leveraging its diverse offerings, accessibility, and increasing connectivity.
Sarah Staruszkiewicz, Director, International Partnerships, Visit Canberra, said, “Currently, Fiji Airways is the only airline connecting Canberra to the U.S., while Qatar Airways is set to resume operations by year-end, further strengthening its global links. Just a three-hour drive from Sydney, Canberra is an easily accessible and well-positioned destination for Indian travellers.”
Indian visitations doubled in the five years before COVID, signalling strong growth potential. “One unique offering we have is our Parliament House that offers free entry to visitors for individual visit or guided tours. We have world-class wineries, technology museum, dinosaur museums, and spacious parks for the family traveller. Besides, the Jamala five-star Lodge is located within the National Zoo, and is a sought-after option by honeymooners. We also have soft adventure activities like zipling for thrill-seekers.”
With 3% of Canberra’s population being of Indian origin, the city recognises the demand for both leisure and MiCE travel. Canberra is keen to attract Indian travellers with customized itineraries catering to families, honeymooners, and corporate groups, especially incentive travellers.
As connectivity improves and awareness grows, Canberra is positioning itself as a must-visit destination for Indian travelers seeking a blend of nature, culture, and adventure.
South Australia
With 25,000 Indian travellers visiting South Australia annually, the region is ramping up efforts to deepen its engagement with the Indian market. Tourism South Australia is leveraging its latest roadshow as a platform to reconnect with trade partners and reinforce India’s growing importance as a key inbound market.
Martin Kaesler, Manager, Global Markets, South Australian Tourism Commission, emphasised the growing significance of the Indian market, stating, “India’s outbound travel potential continues to rise, and South Australia is well-positioned to capitalize on this trend. While the VFR segment remains strong, we are now focused on expanding our appeal to the holiday segment, particularly in the areas of luxury travel, FITs, honeymoons, and the MICE sector.”
Currently, there are 12 flights operating to South Australia from Singapore, with additional flights via Malaysia. As India’s outbound travel market continues to expand, South Australia is committed to strengthening trade partnerships, enhancing accessibility, and offering tailored experiences to Indian travellers in the coming years.