In a major boost for Victoria’s tourism sector, new data released by Tourism Research Australia shows that the state has become the top destination in Australia for Indian visitors, leading in visitation, nights spent, and expenditure. In the year ending June 2024, Victoria welcomed 188,000 Indian visitors, contributing AUD 485 million to the state’s visitor economy. This solidifies India as Victoria’s third-largest international market in terms of expenditure.
Visit Victoria, the official tourism body for the State of Victoria in Australia has been actively promoting the state’s diverse offerings through its ‘Every bit different’ campaign, which highlights major events like the Melbourne Food and Wine Festival, the Formula 1 Australian Grand Prix, and art exhibitions such as Yayoi Kusama at NGV.
In an Australian first, the Australian state has also announced a historic collaboration between the Victorian Government and the Pro Kabaddi League (PKL) to explore bringing a Kabaddi showcase event to Melbourne within the next 18 months.
In an exclusive conversation with ETTravelWorld, Brendon McClements, CEO, Visit Victoria talked about the growth of tourism from India, how the state is preparing for future growth, and how cultural and sporting connections are cementing Victoria’s strong ties with Indian travellers.
Victoria is also leveraging a substantial rise in direct flights between India and Melbourne, particularly from Qantas and Air India. With plans to increase daily flights to Melbourne, Visit Victoria is working to enhance Melbourne’s connectivity with major Indian cities.
McClements attributes this growth to the state’s shared passions with India, particularly in food, culture, and sports. “India and Melbourne share a love for food, art, culture, and most notably, sports. Our major events, from the Boxing Day Test to the Australian Open, have become pivotal in drawing Indian visitors,” said McClements. He highlighted how sporting events like the T20 World Cup have served as a magnet for Indian travellers, particularly cricket fans.
Destinations like Pamukkale, and Alacati are known for their natural beauty and historical sites, are drawing significant numbers of tourists. Indian travellers, in particular, are finding new destinations within Turkiye that offer exciting activities, including the beautiful regions of Izmir and Denizli. These up-and-coming spots, particularly Pamukkale and Alacati, are quickly becoming must-visit locations for those exploring beyond the well-trodden paths of Istanbul and Antalya.
Targeting leisure travellers & expanding direct flights
While Melbourne has traditionally been known for its sports tourism, McClements noted that leisure travel from India has risen threefold in value since pre-pandemic times. “The number of Indian families, honeymooners, and even couples exploring Victoria has skyrocketed,” he explained. “We’re also seeing a remarkable increase in VFR (visiting friends and relatives) and international student connections, which further strengthens the bond between India and Australia.”With direct flights between India and Melbourne increasing by 400 per cent over the last few years, Victoria has seen a significant uptick in Indian tourist numbers. “The expansion of direct flights is pivotal for our tourism sector. More planes mean more opportunities for Indian visitors to explore Melbourne and beyond,” the Visit Victoria CEO further commented.
Plans for doubling Indian visitor numbers
Looking ahead, Victoria is eyeing an ambitious goal of doubling Indian visitor numbers to 360,000 over the next three to four years. “We see India as an incredible market, not just because of the sheer volume of travellers, but also because of their growing interest in leisure experiences,” said McClements. “We aim to make Melbourne a must-visit destination for Indian travellers, offering a diverse range of cultural and culinary experiences alongside our iconic sports events.”
As Indian outbound travel continues to rise, with predictions of 26.7 million Indian travellers in 2024, Victoria is positioning itself as a key destination in Australia for Indian visitors. “We’re seeing unprecedented growth from India, exceeding all expectations post-pandemic. The more seats we can make available on direct flights, the better. This is just the beginning of a stronger, long-term relationship between India and Victoria,” McClements concluded.
