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Tourism Western Australia (TWA) has announced the successful culmination of its largest-ever marketing campaign in India, uniting media, trade and consumer platforms with a government delegation across a four-phase promotional activation. The initiative aimed to strengthen India's status as one of Western Australia's fastest-growing source markets by pairing strategic trade partnerships with travel agents nationwide, extensive trade and media engagements, a first-of-its-kind consumer collaboration with Swiggy, and a prestigious networking dinner hosted during the official visit of the Reece Whitby MLA, Minister for Tourism, Western Australia.
The campaign blended reach with depth. Initially, joint marketing campaigns with key travel agents and online travel agencies (OTAs) were rolled out from June 2025, reinforcing Western Australia as a must-visit destination for Indian outbound travellers and ensuring the trade was well prepared for demand during India’s forthcoming festive and holiday season.
In parallel, TWA engaged more than 20 leading Indian travel agents and trade media on a mega familiarisation trip from September 9 to 17, 2025. The delegation experienced Western Australia’s diverse offerings—from pristine natural landscapes and premium wine regions to adventure-driven itineraries—and benefited from a networking opportunity with Western Australian travel trade stakeholders at the Namaste WA event, held at Optus Stadium.
A highlight of the consumer-focused programme was a collaboration with Swiggy, India’s leading food delivery and quick-commerce platform. The campaign used post-order delivery screens and tracking maps, along with banner adverts across Swiggy’s Food and Instamart apps, featuring the quokka—the happiest animal on earth—as the centrepiece to inspire holiday aspirations in Western Australia. The initiative deftly merged Swiggy’s delivery convenience with the relaxed, joyful experiences associated with Western Australia.
The campaign culminated in a high-profile networking dinner at the Taj Palace, New Delhi, attended by senior trade representatives, airlines, and media stakeholders. The Honourable Reece Whitby MLA, Minister for Tourism, Western Australia, joined a distinguished Western Australian delegation, including Chad Anderson, Chief Executive of Tourism Western Australia, and Anneke Brown, Managing Director of Tourism Western Australia, to explore future collaboration with the Indian outbound travel market.
Reflecting on the campaign, Anneke Brown commented: “This has been one of our most ambitious and holistic outreach programmes in India. By combining trade, media engagement, and a consumer platform like Swiggy, we have achieved visibility at multiple levels. We are confident that this integrated approach will translate into stronger demand and a deeper, enduring affinity for Western Australia.”
Tourism Western Australia’s investment in the Indian outbound market accompanies record growth in visitation. In the year ending June 2025, approximately 38,000 visitors travelled from India to Western Australia, contributing AUD 75 million in visitor spend. India has risen to become Western Australia’s eighth-largest inbound market by visitor numbers and fourteenth-largest by visitor spend.
The campaign has laid the groundwork for ongoing engagement between Western Australia and India, with TW A expected to continue trade training, consumer activations, and discussions regarding route development throughout the coming year.
