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Highlights
- Tourism Australia launches cricket-inspired campaign targeting Indian travelers.
- Indian visitors expected to surpass pre-pandemic levels by 2024.
- Campaign coincides with growing tourism ties between Australia and India.
Tourism Australia has unveiled an innovative cricket-themed marketing campaign to draw Indian tourists, capitalizing on shared cultural interests between the two nations. This move comes as Chinese tourist arrivals remain below pre-pandemic levels, prompting Australia to focus on India, now its fastest-recovering tourism market.
The campaign, titled “Howzat for a Holiday?”, features prominent cricket figures, including Australian captain Pat Cummins, alongside Ruby the Roo, the country’s tourism mascot. Timed to coincide with the start of the Australia-India Test series in Perth, the campaign aims to tap into India’s deep enthusiasm for cricket and its growing middle-class interest in international travel.
Showcasing Iconic Australian Destinations
The campaign highlights stunning Australian locales such as Cape Tribulation, Kangaroo Island, Rottnest Island, and Sydney’s Palm Beach. The strategy involves a robust promotional push through television, social media, billboards, and print media, targeting an estimated 50 million viewers across India.
According to Tourism Research Australia, Indian visitor numbers are set to hit 424,000 by 2024, surpassing pre-pandemic levels and solidifying India as Australia’s fourth-largest source of international tourists. Recognizing this trend, Tourism Australia has partnered with Air India to increase flight capacities, strengthening connectivity between the two nations.
Doubling Tourism Numbers by 2028
The initiative is part of a broader $125 million global campaign titled “Come and Say G’day,” launched in 2022. Tourism Australia’s collaboration with Air India supports plans to double Indian tourist arrivals by 2028. This campaign follows earlier efforts featuring cricket legends like Brett Lee and David Warner to cement ties with Indian audiences.
The enduring popularity of cricket in India serves as a central theme for this campaign, bridging cultural and economic ties. With geopolitical and economic factors slowing the recovery of Chinese tourism, India’s rapidly expanding market presents a key opportunity for diversification.
Australia’s strategic pivot to the Indian tourism market reflects its efforts to bolster post-pandemic recovery while building stronger connections with a growing visitor base. The campaign underscores the country’s commitment to leveraging shared cultural passions to drive international tourism.
