In a significant move to strengthen ties between India and Australia, Tourism Australia and Air India have signed a three-year Memorandum of Understanding (MoU) aimed at sustaining and accelerating the impressive growth in Indian tourist arrivals to Australia. The agreement will also help further solidify Air India’s expanding presence in the Indian market.
The MoU focuses on exploring joint marketing activities designed to showcase Australia’s world-class appeal and enhance the attractiveness of the country as a holiday destination. This collaboration comes at a time when Australian tourism has seen substantial growth in visitors from India, and both parties are keen to ensure the trend continues.
Boosting Bilateral Tourism Growth
Phillipa Harrison, Managing Director of Tourism Australia, expressed enthusiasm about the partnership. “We have seen tremendous growth in the number of arrivals from India to Australia in recent years, and we are keen for this growth to continue. The agreement with Air India highlights our commitment to strengthening partnerships and exploring innovative ways to encourage Indian travelers to visit Australia. We look forward to working closely with Air India to showcase all that Australia has to offer,” she said.
Andrew Hogg, Tourism Australia’s Executive General Manager of Eastern Markets and Aviation, highlighted India’s potential as a valuable tourism market. “India is a key market for Australian tourism, and we’re excited to collaborate with Air India to further elevate Australia’s appeal, particularly for high-yielding Indian leisure and business travelers. Our goal is to maintain the growth in visitor numbers from India and enhance the overall travel experience,” Hogg remarked.
Air India’s Expanding Network and Global Presence
Air India, currently operating 17 weekly non-stop flights connecting India and Australia, has established itself as a major player in this sector. In the year leading up to August 2024, the airline carried over 170,000 Indian travelers, securing an 18.5% market share. Air India’s commitment to connecting India with Australia is evident as the airline continues to broaden its network globally while strengthening its Australian presence.
Campbell Wilson, Chief Executive Officer & Managing Director of Air India, commented on the partnership, saying, “We are excited to partner with Tourism Australia and work together to provide travelers with a unique and memorable experience in Australia. As Air India expands its global network, we aim to deepen our presence in Australia, further connecting people with the destination’s remarkable offerings.”
Tourism Australia’s Global Vision
Tourism Australia plays a vital role in promoting the country as a prime destination for both business and leisure travel. Through its marketing initiatives, the agency aims to boost Australia’s tourism expenditure by targeting key international markets, including India. With a wide range of promotional activities spanning digital media, advertising, public relations, and trade programs, Tourism Australia works tirelessly to highlight the country’s diverse experiences that appeal to global travelers.
Air India’s Transformation Journey
Air India, a pioneer of Indian aviation, is currently undergoing a transformation under its Vihaan.AI program, which began after its acquisition by the Tata Group in 2022. With a vision to become a global airline with an Indian heart, the airline is focused on enhancing operational efficiency and customer experience in its ‘Climb’ phase. As a member of Star Alliance, Air India continues to offer seamless connectivity for its passengers across key international markets, including Australia.
Both Tourism Australia and Air India are optimistic that their partnership will not only drive the growth of tourism from India but will also foster deeper cultural, economic, and business ties between the two countries.
About Tourism Australia
Tourism Australia is the Australian Government agency responsible for promoting Australia as a premier destination for business and leisure travel. With a focus on increasing tourism expenditure and drawing visitors from key markets, Tourism Australia’s efforts span various channels, including social media, traditional advertising, trade programs, and consumer promotions.