- Your cart is empty
- Continue shopping
-
admin
- Posted on
- Categories:Travel
- 0 comments
(LR) Brendan McClements – CEO of Visit Victoria, Neha Dhupia and Steve Demopoulos – Minister of Tourism, Sport and Major Events.Victoria is sharpening its focus on India with an ambitious goal: double the number of visitors arriving from India annually from 220,000 to 450,000 over the next few years. In an exclusive interview with ETTravelWorldVictoria’s Minister for Tourism, Sport and Major Events, Steve Demopoulos, outlined the state’s multi-faceted strategy to strengthen its presence in India, enhance air connectivity, and build lasting trade and cultural relationships underpinned by tourism, events and trade exchanges. During his official visit to India, Demopoulos revealed that Victoria currently welcomes 223,000 Indian visitors annually who contribute $810 million to the state’s economy. The government’s target is to reach 450,000 arrivals, in line with Tourism Australia’s broader vision for the Indian market.
During the exclusive conversation, he outlined an ambitious roadmap to double the number of Indian visitor arrivals to the state, capitalize on Melbourne’s world-class events calendar and capitalize on India’s rapidly expanding outbound leisure travel market.
Building relationships at the core
“Part of this is exactly what we are doing on this trip, which is our presence in India. In such a huge country, with so many states and so many languages, you have to be visible. You have to be present,” Demopoulos stressed, highlighting the long-term relationship-building approach that characterizes Victoria’s India strategy.
“India is not a transactional market, it is a relationship-based market,” Demopoulos added. “For Victoria, being present, showing up and being genuinely engaged has been key to building trust with Indian partners. It’s about friendship before work.
The Minister noted that Indian people value relationships more than transactions, which is why Visit Victoria and the Victorian Government have invested years in building genuine partnerships with the country’s trading partners.
Deepening communication with India
Victoria’s relationship with India has matured over the past decade, with the state government and Visit Victoria continually investing in the market through long-term partnerships and cultural collaborations. India is now Victoria Fastest growing source marketdriven by leisure and student travel, meetings and conferences.
Demopoulos said the recent visit by the Victorian delegation to India – following the Prime Minister’s trip last year – indicates the government’s seriousness about expanding this relationship. “We have made it a priority to be present in many Indian cities. It is not just about understanding tourism trends but also understanding the cultural rhythm of India – its festivals, family travel patterns and the aspirations of the new generation,” he said.
To this end, the Victorian government established Indian Travel Academydesigned to provide local operators in Victoria with the knowledge and tools to effectively engage with Indian travel trade partners. The academy provides structured outbound and domestic travel training, helping operators graduate with specialized modules focused on the Indian market.
“It’s about getting better at sharing,” Demopoulos explained. “If our operators are going to sell authentic products to India, they need to understand the nuances of the market – the motivations, the cultural expectations, and the diverse regions travelers come from.”
Air Connection: Launching the next phase of growth
Connectivity remains a key element of Victoria’s growth ambitions in India. currently, Air India and Qantas It operates flights connecting Melbourne and Delhi, but limited capacity has hampered growth. The Victorian Government is in talks with several carriers to expand options, including exploring entry Indian transportation companies such as IndiGowhich is aggressively expanding its long-range network.
“Flying directly from India to Melbourne is becoming increasingly attractive,” Demopoulos noted. “We’ve seen arrivals rise from 180,000 to 220,000 in the last year alone. The demand is clear – now it’s about ensuring the supply of aircraft matches that desire.”
He added that increasing comprehensive communications through partners such as Singapore Airlines, Thai Airways, and Malaysia Airlines also played a major role. “Every additional route makes Melbourne more accessible, which is critical if we want to reach 450,000 visitors in the next few years,” he said.
The events serve as a global showcase for Victoria
The hallmark of Victoria’s tourism strategy is that it is unparalleled Calendar of major events – A mix of sports, entertainment and cultural offerings that double as international marketing platforms. from Formula One Grand Prix and Australian Open Tennis Championships To international parties such as Coldplay and Ed SheeranMelbourne continues to consolidate its position as the ‘Events Capital of the World’.
Demopoulos confirmed how India-focused events It enhanced Victoria’s access to the Indian subcontinent. the India vs Pakistan T20 cricket match at Melbourne Cricket Ground (MCG) Drew 100,000 spectators on site It has reached an amazing extent 600 million viewers across India. Similarly, Kabaddi tournaments and AFL broadcasts in Hindi She has exposed Victoria to wide Indian audiences.
“For us, these events work on multiple levels,” he explained. “They attract visitors, build business relationships and generate global visibility. When 600 million Indians watch a cricket match in Melbourne, it represents a brand moment for Victoria like no other.”
Victoria’s long-term deals with global sporting bodies e.g International Criminal Court and Formula One group Ensuring continuity. Demopoulos added: “We have multi-year event partnerships – seven years with the ICC, 12 years with Formula 1, and extended commitments with the NFL and Boxing Day Testing. This consistency gives travelers the confidence to plan visits years in advance.”
Driving leisure and growth of meetings, incentives, conferences and exhibitions
While Victoria’s relations with India had long been based on education and visiting friends and relatives (VFR), Victoria’s relations with India had long been based on education and visiting friends and relatives (VFR). Entertainment market Now driving growth. This sector has expanded by almost 20% in the past year and accounts for the largest share of visitor spending.
“Leisure travel is the beating heart of the Indian offshore market, and we are witnessing a generational shift,” Demopoulos noted. “Young Indians are now more experienced – they are confident, globally aware, and want to discover everything from Melbourne’s coffee culture and music scene to coastal lanes and vineyards.”
The government is also keen to enhance MICE (Meetings, Incentives, Conferences and Exhibitions) Tourism, as India has emerged as one of the most dynamic markets post-pandemic. Victoria, which has a 51% stake in its convention bureau, aligns business events with key economic priorities such as Technology, medical research and digital innovation.
“We have seen great success at events such as Next sport“, where Indian speakers demonstrated their leadership in sports technology. “There is no reason why we cannot host a forum for digital innovation or medical research in Melbourne with the brightest Indian minds.”
TThe way forward: preparedness and resilience
Global travel is expected to rise, forecasts indicate 2 billion international trips over the next five years. India alone is capable of generating power 90 million foreign trips by 2035. For Victoria, this represents a huge opportunity – and preparation is key.
“We are planning not just gradual growth, but an inflection point,” Demopoulos emphasized. “Once flight capacity expands, we will see a sharp rise in Indian arrivals. The good news is that Melbourne is prepared – we have more than 26,000 hotel rooms in the CBDmore than 24 million hotel nights annually Statewide, occupancy levels allow flexibility for expansion.
As Victoria works to strengthen its partnerships with Indian airlines, tour operators and digital travel platforms, Demopoulos remains confident that the state can not only meet its goals, but exceed them. “Victoria’s visitor economy is strong, diverse and resilient,” he said. “Our focus now is to capture the hearts and minds of Indian travelers – not just for one visit, but for many.”
