Tourism Australia is keen to engage targeted sectors of the Indian market and generate valuable business leads by showcasing their new products, and events experiences.
By Lipla Negi
As Managing Director of Tourism Australia, Phillipa Harrison leads the organisation’s strategies to drive sustainable global demand for Australia’s tourism experiences. She also works with the tourism industry to support recovery following the events of 2020. India, as a key source market, is central to her strategy. “We are excited to expand our business events offerings by engaging targeted sectors across India to showcase new products, experiences, and destinations that cater to the needs of our stakeholders,” she said. Recently, Harrison, along with a delegation of 15 CEOs from Australia’s tourism sector, visited New Delhi and Mumbai to strengthen partnerships and explore new opportunities. The purpose was to help Indian corporates discover Australia’s unique business event experiences.
Alongside discussions about MICE business strategies, Harrison highlighted Australia’s appeal to sports enthusiasts from India. “Our major cities, home to sporting venues such as Melbourne, Perth, and Sydney, are popular among markets like India, which are interested in timing incentive events around major sporting events, such as the upcoming Border-Gavaskar cricket series,” she said.
Improved air connectivity
The demand for business events in Australia has been bolstered by increased air connectivity and the simplified online visa process. Speaking about air connectivity, Harrison said, “Inbound aviation capacity between Australia and India recovered quickly after global travel resumed. By December 2024, aviation capacity will be 333 per cent of December 2019, with 26 flights per week between the two countries.”
Driving business growth
India’s corporate travel sector is booming, and according to Deloitte, it is expected to double by 2030. Tourism Australia recognises this potential and continues to focus on business events, which is a crucial part of our Australia’s visitor economy.” She added, “Australia offers a unique blend of destination appeal, and the ability to meet global event objectives for events of all sizes.”
This year, Business Events Australia’s flagship incentive showcase, Australia Next 2024, was held in Cairns, in collaboration with Business Events Cairns & Great Barrier Reef. Harrison explained, “The connections formed at Australia Next deliver tangible outcomes, vital to the success of our business events industry. We are confident that business leads from Australia Next Cairns will deliver for our industry, just as the incentive showcase has in the past.”
Robust sustainability efforts
Today, sustainability is an important consideration in destination selection for events. For Tourism Australia, sustainability is at the heart of every business event. “From low-carbon menus at ICC Sydney to the ReefConnect citizen science programme on the Great Barrier Reef, venues and suppliers across Australia are making pivotal strides to make events more sustainable,” Harrison affirmed hinting at Australia’s commitment to a greener future.
By December 2024, aviation capacity between Australia and India will be 333% of December 2019 with 26 flights per week
