Australia’s state of Victoria has started a new tourism campaign. Its goal is to welcome 450,000 visitors from India every year. This number is almost double the current arrivals from India. The campaign is part of Victoria’s plan to boost its tourism industry. It also aims to attract more travellers from India, one of the biggest travel markets in the world.
The state government says the strategy will focus on improving air connectivity between India and major destinations such as Melbourne, while working more closely with Indian tour operators, travel agents, and airlines. A significant emphasis is also being placed on showcasing Victoria’s cultural events, festivals, natural landscapes and city experiences—tailored specifically to appeal to Indian traveller preferences.
In addition, Victoria intends to deepen engagement with the Indian market by cultivating long-term relationships rather than one-off campaigns. This includes understanding Indian travel behaviours, promoting multi-destination itineraries (such as city plus nature experiences), and offering more premium and luxury options to capture higher spend segments.
Officials in Victoria believe the Indian visitor market holds strong growth potential and can play a central role in the state’s tourism recovery. With India’s outbound travel steadily rising, the plan aims to position Victoria as a top choice for Indian travellers seeking experiences that combine urban sophistication with nature, food, culture and shopping.
The campaign is expected to bring stronger economic benefits—higher visitor numbers mean increased spending on accommodation, dining, retail and tours, which in turn supports jobs and business growth in Victoria’s visitor economy. As competition among destinations heats up, Victoria’s targeted strategy illustrates a proactive approach to securing market share and reinforcing its appeal to Indian travellers.
