Tourism Australia and Air India has announced a new three-year marketing partnership.

With this alliance, they aim to sustain and drive the positive trend in Indian visitor arrivals to Australia as Air India expands its presence in the market. 

Under the Memorandum of Understanding (MoU), Tourism Australia and Air India will explore opportunities to jointly undertake and implement marketing activities to showcase Australia’s appeal and drive future growth in visitation.

Air India currently operates 17 weekly non-stop flights connecting India and Australia. In the year to August 2024, the airline transported over 170,000 Indian travellers, securing an 18.5% market share and remains one of the largest carriers of traffic from India to Australia. 

Phillipa Harrison, managing director, Tourism Australia, said, “We have seen tremendous growth in the number of arrivals from India to Australia in recent years and we are keen for arrivals to continue to track in that direction. Tourism Australia’s agreement with Air India highlights our commitment to strengthening partnerships and exploring new ways to encourage Indian travellers to plan and book an Australia holiday. We look forward to working closely with Air India to showcase Australia as a holiday destination.”

Andrew Hogg, executive general manager of eastern markets and aviation, Tourism Australia, said, “As one of Australia’s valuable tourism markets, India holds immense promise, and we’re excited to collaborate with Air India to elevate further Australia’s appeal for high-yielding Indian leisure and business travellers. We aim to sustain growth in visitor numbers from India to Australia while enhancing travel experiences and connectivity between the two countries.” 

Campbell Wilson, chief executive officer and managing director, Air India, said, “We are excited to partner with Tourism Australia to facilitate travellers’ experiences of the unique offerings this destination has to offer. As we broaden our network across the globe, we aim to deepen our presence in Australia as well.” 

Check out our December issue for an exclusive chat with Phillipa Harrison, Managing Director of Tourism Australia, as she delves into the new partnership with Air India and shares Tourism Australia's strategies to boost visitor numbers from India.