Australia Strengthens Tourism Ties with India at Jaipur Trade Showcase

Tourism Australia’s landmark trade initiative, Australia Marketplace India (AMI), returned to Jaipur this week, underscoring the strengthening relationship between the Indian travel fraternity and Australia’s tourism sector. The 19th edition, running from August 3 to 6, 2025, brought together over one hundred Indian travel agents and eighty-two Australian tourism operators, highlighting growing curiosity among Indian holidaymakers keen to explore unique and premium Australian experiences.

With Indian travellers increasingly opting for high-value international holidays, this year’s Marketplace witnessed enhanced participation from Indian firms eager to expand destination knowledge and create tailored offerings. Matching this demand, Australian representation ranged from boutique lodging and immersive tour providers to state and regional tourism organisations. This dynamic participation displayed a clear intent from both sides to nurture long-term tourism opportunities.

Commenting on the event, Jennifer Doig, Regional General Manager for South & Southeast Asia, Tourism Australia said, “With India being one of the leading markets for Australia, marketplace plays a pivotal role in connecting leading Australian tourism experts with key players in the Indian travel trade. This steady growth of travellers year on year makes it important we meet the trade community and offer a platform to showcase Australia’s premium offerings. This initiative is central to increasing tourism spending and future visitor numbers from one of our most promising inbound markets. Our travel partners remain our strongest advocates, helping position Australia as a preferred destination for India’s high-value holidaymakers.” 

Tourism Australia’s robust marketing campaigns have played a major role in driving aspiration, especially through cricket-themed content such as Howzat for a Holiday? featuring Pat Cummins and a digital series with David Warner revealing his favourite Australian getaways. Complementing these initiatives are press engagement, strong storytelling and targeted PR highlighting premium, experience-led travel across Australia.

Accessibility has been another key driver in boosting tourism traffic, with more direct flights between India and Australia and the ease of Australia’s fully digital visa application process. The growing Indian diaspora — now close to one million — and over one hundred thousand Indian students, further fuel repeat visits, strengthening people-to-people connections between the two nations.

Tourism Australia continues to empower Indian travel advisors through exclusive trade programs such as the Aussie Specialist Program and Australia 365 On Demand, offering training, toolkits and on-ground familiarisation. There are currently more than three thousand qualified Aussie Specialists in India, with thirty-six top-performing agents recognised as Premium Specialists, focussed on selling luxury, immersive experiences.

Nishant Kashikar, Country Manager – India & Gulf, Tourism Australia, shared, “Today’s Indian traveller seeks more than just sightseeing. They want depth, discovery, and cultural connection, all of which Australia offers in abundance. The rise of India from seventh to fifth of Australia’s top source markets reflects the growing number of Indian travellers choosing the country each year. This upward trend has been driven by a combination of consistent efforts in marketing, public relations, strategic partnerships, and strong trade engagement through platforms like Australia Marketplace India. Our Aussie Specialists, Business Event agents, and Key Distribution Partners have all played a vital role in sustaining this momentum. By continuing to strengthen Australia’s appeal among Indian travellers, we aim to build on this success and realise the full potential of the Indian market in the coming year and beyond.”

India is now Australia’s fifth-largest inbound market, with the country welcoming 453,000 Indian visitors by May 2025, a 10 per cent rise spending $2.7 billion, up 14 per cent year-on-year.