In 2012, Tourism Australia devised a focused strategy to maximize the potential of India and to strengthen Australia’s position as a preferred long haul destination by the year 2020.

As a part of this strategic plan, a key goal was defined to achieve 300,000 Indian arrivals into Australia by the end of this decade, a milestone that has been achieved three years ahead of the defined target date.

India is also currently the 8th largest and the fastest growing inbound travel market for Australia, and has recorded double-digit growth for the fourth consecutive year.

The growing appetite for Australian holidays has been fueled by Tourism Australia’s consumer marketing campaign - There’s Nothing Like Australia highlighting some of the very best attractions and experiences Australian tourism has to offer.

Designed to be long-lasting and flexible, the campaign continues to evolve to stay relevant for target consumers in a highly competitive and fast-changing tourism environment showcasing key pillars of food and wine; aquatic and coastal; and nature and wildlife.

An integrated and sustained advertising campaign, increased thrust on digital media, strong advocacy program,innovative content integration projects, tactical partnerships with key distribution and airline partners, and industry first initiatives like the Airline Market Place, have been critical to raise Australia’s appeal as the preferred long-haul leisure destination among the high value travelers.

Commenting on this achievement,Nishant Kashikar, Country Manager, Tourism Australia India and Gulf said,“We are delighted at having crossed the 300 K mark for arrivals into Australia from India, and are extremely grateful to all our partners and stakeholders for being with us on this journey. Australia is home to some of the world’s best tourism experiences and has been growing in appeal as an aspirational destination for Indian travelers. There has been a consistent effort at the introduction of new products and experiences from a trade distribution perspective and innovative direct to consumer communication initiatives that have been implemented to build and sustain Australia’s preference as a holiday destination. We will continue to intensify our efforts, with an aim to be within the top 5 inbound markets for Australia by 2025.”

In mid-2017 the Australian Department of Immigration and Border Protection extended online lodgment of visitor visa applications to all Indian nationals.

The online application process provides a more convenient option for Indians looking to visit Australia. In an age where travellers are increasingly self-reliant in planning and booking holidays, the e-lodgment allows tourists greater independence when planning a trip to Australia and is likely to be a strong catalyst for boosting tourist arrivals from India.