Tourism Australia has launched a cricket-inspired marketing campaign to attract Indian visitors as Chinese tourist numbers remain subdued.
By leveraging an intensely shared cultural passion bequeathed to both nations by the British, the campaign aims to position Australia as a must-visit destination for Indian travellers.
Howzat for a holiday
The 'Howzat for a Holiday?' campaign, fronted by Australian cricket captain Pat Cummins (NYSE:CMI) and the tourism mascot Ruby the Roo, coincides with the start of the Australia-India Test series in Perth.
This multi-million-dollar campaign leverages India’s obsession with cricket and a growing middle-class interest in travel.
It showcases iconic Australian destinations, including Cape Tribulation, Kangaroo Island, Rottnest Island and Sydney’s Palm Beach.
Organisers hope the initiative will reach 50 million Indian viewers through television commercials, social media, billboards and print advertisements.
India is now Australia’s fastest-recovering international tourism market post-COVID-19.
According to Tourism Research Australia, Indian visitor numbers have already surpassed pre-pandemic levels, with an estimated 424,000 arrivals expected in 2024, making India the fourth-largest source of visitors to Australia.
Tourism Australia points to the strong aviation links between India and Australia, bolstered by a recent partnership with Air India to increase flight capacity.
Doubling Indian tourism by 2028
This collaboration is set to support the projected doubling of Indian tourist numbers by 2028.
The campaign builds on the broader $125 million 'Come and Say G'day' global marketing push launched in 2022.
Cricket’s enduring popularity in India is central to this strategy, with cricket legends like David Warner and Brett Lee having featured in similar efforts to strengthen ties between the two nations.
With Chinese tourist numbers still recovering following some geopolitical tensions, economic woes and the lingering effects of the pandemic, Australia’s pivot toward the Indian market is a survival tactic – a recognition of the need to diversify our international visitor base.