Australian cricket icon Adam Gilchrist and his son Harry are set to drive tourism into high gear with a new campaign showcasing the best day trips from Perth. Launching in Mumbai and Delhi on August 19, the initiative aims to entice Indian travellers to explore Western Australia’s diverse attractions, aligning with Perth’s rising status as a must-visit destination.
The campaign features the dynamic father-son duo as they embark on an adventure across WA, highlighting a variety of experiences. From exhilarating four-wheel-driving and sandboarding in Lancelin to stargazing in the Pinnacles, visiting wineries in the Swan Valley, enjoying a dolphin boat cruise in Rockingham, and taking on the thrilling Vertigo experience at Optus Stadium, their journey encapsulates the vibrant activities available around Perth.
These escapades have been transformed into engaging videos and captivating photos, set to make waves on Indian social media platforms and Cricbuzz—a popular cricket app with over 50 million users. The campaign also includes prominent billboards in Mumbai and Delhi, aimed at drawing attention to Perth’s attractions.
In addition to social media and billboard promotions, the campaign has partnered with Indian travel agency Thomas Cook and Skyscanner. This collaboration will offer tailored travel packages to Perth, further enhancing the accessibility and appeal of Western Australia for Indian tourists.
The timing of this campaign aligns with the upcoming cricket series The West Test at Optus Stadium in November, which will see Australia take on India. This series is expected to boost interest in Western Australia, offering a perfect opportunity for Indian fans to visit Perth, experience the local culture, and enjoy the city’s vibrant surroundings.
India has rapidly climbed the ranks as a significant tourism market for Western Australia. From being the 11th largest source of visitors in 2019, India has surged to become WA’s seventh largest market by March 2024. This impressive growth is reflected in the $128 million spent by the 34,000 Indian visitors to the state. The rising numbers are driven by a substantial Indian community in WA, including approximately 9,600 international students and a total of around 61,000 Indian residents.
Tourism Minister Rita Saffioti expressed enthusiasm about the campaign, highlighting Gilchrist’s dual role as both a cricketing legend and a beloved figure in India. “Adam Gilchrist is not only an Australian cricket legend, he’s a national treasure, and we’re so excited to have him as part of this campaign promoting his home state to India, particularly given he’s a household name over there as well,” Saffioti said.
The campaign is a local adaptation of the broader “Drive the Dream” initiative, which debuted in September 2023 featuring Perth-born Formula 1 star Daniel Ricciardo exploring Australia’s Coral Coast. The success of the global campaign, which has reached over 136 million people, sets a high bar for the new India-focused effort. Both campaigns are integral to the state’s overarching “Walking On A Dream” tourism brand, which aims to revitalise WA’s visitor economy and position it as a prime travel destination.
The recent figures from Tourism Australia underscore WA’s tourism growth. The state outpaced others in total visitor spend, achieving a record $17.9 billion for the year ending March 2024. This substantial figure reflects the growing appeal of Western Australia as a premier destination, bolstered by innovative marketing strategies and strategic investments in tourism infrastructure.
By leveraging Adam Gilchrist’s star power and showcasing the myriad attractions around Perth, the new campaign aims to capitalise on the increasing interest from Indian travellers. The initiative not only seeks to boost tourism but also to foster deeper connections between WA and its international visitors, encouraging exploration and creating lasting memories.
As Western Australia continues to shine on the global tourism stage, the collaborative efforts behind this campaign represent a significant step in showcasing the state’s unique offerings and enhancing its visibility as a sought-after destination.
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