Published on November 10, 2025
Tourism Australia is making bold strides in attracting Indian travelers, one of its fastest-growing markets, by combining the power of influencer marketing and the emotional pull of cricket. In a strategic move, Tourism Australia has partnered with top Indian influencers, ranging from actors to content creators, to showcase the country’s unique attractions to millions of potential holidaymakers. This influencer-driven campaign, set against the backdrop of a major cricket event between India and Australia, has amplified the appeal of Australia as a prime travel destination for Indian tourists. By tapping into India’s passion for cricket and leveraging social media’s extensive reach, Tourism Australia is positioning itself to capture a larger share of the booming Indian tourism market.
Targeting India’s Travel Enthusiasts
Tourism Australia, in collaboration with State and Territory Tourism Organisations, has launched an influencer marketing initiative designed to showcase the country’s diverse attractions to India’s vast audience. Twelve prominent Indian influencers, including actors, musicians, and content creators, were invited to experience Australia firsthand and share their journey with millions of followers across social media platforms. The influencers’ posts, reaching an audience of over 72 million people, have created significant buzz around Australian holidays.
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Timed to coincide with India’s peak travel planning period, the campaign seeks to engage potential holidaymakers as they look ahead to their next destination. One of the standout features of the campaign is its integration of cricket, a sport that deeply connects the two countries. Influencers were invited to the T20 international cricket match between India and Australia at the People First Stadium on the Gold Coast on November 6, 2025, tapping into the mutual passion for the sport.
Tourism Australia’s Country Manager for India highlighted the effectiveness of the campaign, noting that the influencers’ far-reaching social media presence played a key role in boosting awareness of the country’s tourism offerings.
Bringing Australia’s Wonders to Life
The influencers’ carefully curated Australian itinerary spanned multiple iconic and lesser-known destinations, from Sydney’s sparkling harbor and Melbourne’s dynamic arts scene to the tropical beauty of Cairns and the Gold Coast’s golden beaches. These cities, alongside more remote experiences, provided a diverse range of travel experiences that appealed to different types of travelers in India.
The influencers not only explored iconic landmarks such as the Sydney Opera House and the Great Barrier Reef but also immersed themselves in Australia’s local culture, food, and nature. The campaign showcased the breadth of Australia’s tourism, from luxurious city escapes to adventurous explorations in nature, painting a picture of a destination that offers something for every traveler.
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This approach, blending top-tier destinations with authentic local experiences, is designed to appeal to a wide range of interests. Whether travelers are seeking relaxation, adventure, or culture, Australia’s varied landscapes and offerings make it an attractive option for the Indian market.
Cricket Diplomacy: A Winning Formula
The incorporation of cricket into the campaign is a strategic move, capitalizing on the sport’s deep roots in both Australian and Indian culture. The T20 match between India and Australia on the Gold Coast provided a natural backdrop for promoting Australia as the destination of choice for Indian tourists.
Cricket has long been a vital part of India-Australia relations, and by linking tourism marketing with major cricket events, Tourism Australia is reinforcing the connection between the two nations. This “cricket diplomacy” strategy proved successful during the 2024/25 Summer of Cricket, when India’s Test team toured Australia, and has continued to resonate with Indian audiences through the current T20 campaign.
This strategy not only taps into the emotional connection Indian travelers have with the sport but also offers a way to engage audiences during a time when their attention is focused on the cricket series. By aligning with such a significant cultural event, Tourism Australia has been able to strengthen the country’s positioning as a must-visit destination for Indian tourists.
Record Growth and Future Projections
Australia’s tourism sector has already begun to see the positive effects of this focused marketing campaign. In the 12 months leading up to June 2025, Australia welcomed over 450,000 Indian visitors, contributing nearly AUD 3 billion to the Australian economy. This makes India the fifth-largest market for both arrivals and expenditure, with growth continuing in the wake of the pandemic.
Tourism Research Australia’s projections suggest that the number of Indian visitors will rise further, with arrivals expected to reach around 620,000 by 2029. This upward trajectory underscores the long-term value of India as a key market, especially as engagement with Indian travelers continues to deepen.
Long-Term Strategy: Sustaining Momentum
Looking ahead, Tourism Australia plans to sustain and build upon the momentum generated by this campaign. The focus will remain on using influencer marketing to showcase Australia’s diverse offerings, tapping into both the power of social media and the emotional appeal of cricket. By continuing to offer unique travel experiences through influencers, Australia is poised to further solidify its position as one of the top destinations for Indian tourists.
As India’s demand for Australian holidays continues to grow, this integrated marketing strategy, combining influencers, cricket, and curated travel experiences, is expected to play a key role in boosting the number of high-value travelers from India.
Conclusion
Tourism Australia’s influencer marketing campaign, in combination with cricket diplomacy, is helping to drive significant interest in Australian holidays from Indian travelers. By tapping into the cultural connection with cricket and using influential voices to promote its diverse tourism offerings, Australia is well-positioned to attract even more visitors from one of its fastest-growing markets.
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Tags: Cricket Diplomacy, Indian market, Tourism Australia, Tourism news
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