In a bid to further bolster its footprint in the Indian market, Tourism Australia and Air India have announced the signing of a three-year marketing agreement to drive growth in Indian visitor arrivals to Australia as Air India expands its network in the region.

In a press statement, Air India says that through this Memorandum of Understanding (MoU), the partnership aims to leverage marketing initiatives that spotlight Australia’s diverse appeal as a tourist destination.

Philippa Harrison

“We have seen tremendous growth in the number of arrivals from India to Australia in recent years and we are keen for arrivals to continue to track in that direction. Tourism Australia’s agreement with Air India highlights our commitment to strengthening partnerships and exploring new ways to encourage Indian travellers to plan and book an Australia holiday. We look forward to working closely with Air India to showcase Australia as a holiday destination,” says Phillipa Harrison, Managing Director, Tourism Australia.

“As one of Australia’s valuable tourism markets, India holds immense promise, and we’re excited to collaborate with Air India to further elevate Australia’s appeal for high-yielding Indian leisure and business travellers. We aim to sustain growth in visitor numbers from India to Australia while enhancing travel experiences and connectivity between the two countries,” says Andrew Hogg, Executive General Manager of Eastern Markets and Aviation, Tourism Australia.

Andrew Hogg

“We are excited to partner with Tourism Australia to facilitate travellers’ experiences of the unique offerings this destination has to offer. As we broaden our network across the globe, we aim to deepen our presence in Australia as well,” says Campbell Wilson, Chief Executive Officer and Managing Director, Air India.

Campbell Wilson

The statement adds that Air India currently operates 17 weekly nonstop flights between India and Australia, transporting over 170,000 Indian travellers as of August 2024, with an 18.5 pc market share.

This new partnership aims to increase awareness of Australia’s natural beauty, cultural heritage, and vibrant cities among Indian tourists, sustaining the upward trend in arrivals through targeted marketing activities, social media campaigns, and travel promotions.