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Australian tourism targets Indian Cricket fans
With millions in India watching the Test series in Australia; the Australian government believes that they have a chance to show why Australia is the ultimate holiday destination.
Tourism Australia has launched Howzat for a Holiday?, a campaign inviting Indian tourists to explore Australia during the Australia-India Test cricket series.
The campaign starts in India before the first Test in Perth on Nov. 22 and runs through the series, showcasing top Australian spots like the MCG, Cape Tribulation, Kangaroo Island, Rottnest Island, and Sydney’s Palm Beach.
Federal Minister for Trade and Tourism, Senator Don Farrell said, "With tens of millions of people across India tuning in to watch the Test cricket series here in Australia, we have an opportunity to showcase to a huge audience why there is no place like Australia for a holiday.
"Indian travelers are already visiting Australia in record numbers, and we expect even more in coming years, which is great news for our tourism industry.”
Australian cricket captain Pat Cummins stars in the campaign alongside Ruby the Kangaroo, Tourism Australia’s brand ambassador. The TV ad, designed for an Indian audience of over 50 million, will be supported by billboards, print ads, and signage.
Cummins said, "I’m so excited to be part of Tourism Australia’s latest campaign to invite Indian travelers to our backyard. Beyond the stands, there are loads on offer across the country for a memorable holiday. From our endless coastline to our unique animals and thriving restaurant scene – we can’t wait to welcome you.”
"Hitting the surf at my local Sydney beach followed by fish and chips on the sand with my family is one of my favorite Aussie summer pastimes."
Indian visitor numbers to Australia have already surpassed pre-pandemic levels, with Tourism Research Australia forecasting a doubling of these figures by 2028.
This campaign builds on the global success of Come and Say G’day and follows last year’s Holiday Highlights campaign, which showcased Australia to global audiences during the FIFA Women’s World Cup.
"With a population of more than 1.4 billion people and more Indians looking to travel the potential in the Indian market is endless and we see the upcoming Test series as our chance to get on the front foot and promote our country to a captive TV audience,” mentioned Tourism Australia Managing Director, Phillipa Harrison.
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