Australia is stepping up its game to woo Indian tourists with a cricket-inspired tourism campaign ahead of the summer’s highly anticipated Australia-India Test cricket series. The campaign, titled Howzat for a holiday?, is designed to capitalise on the fervent cricket fanbase in India, showcasing Australia’s breathtaking destinations during the five-match series.
Launching just before the first Test in Perth, the campaign features Australian Test cricket captain Pat Cummins alongside Tourism Australia’s animated mascot, Ruby the Kangaroo. The duo stars in a vibrant TV commercial that takes viewers on a whirlwind tour of iconic Australian locations, including the Melbourne Cricket Ground, Cape Tribulation, Rottnest Island, and Kangaroo Island. A quintessential game of beach cricket on Sydney’s Palm Beach rounds out the experience.
Tailored for an estimated Indian television audience of over 50 million, the ad campaign extends beyond TV screens, with billboards, signage, and print advertisements saturating Indian media. Tourism Australia Managing Director Phillipa Harrison sees the series as an unmatched opportunity to engage India’s growing cohort of international travellers.
“With the cricket spotlight firmly on Australia, this is the perfect moment to inspire Indian tourists to explore our country,” Harrison said. She highlighted the growing aviation links between the two nations and projections showing Indian visitor numbers doubling pre-pandemic levels by 2028.
The numbers already tell a promising story. Indian traveller arrivals have surpassed 2019 levels, and the allure of Australia’s diverse experiences is expected to draw even more visitors in the years ahead. From serene coastlines to dynamic culinary hotspots, the campaign taps into Australia’s multifaceted appeal.
Federal Minister for Trade and Tourism Don Farrell underscored the strategic timing of the campaign, which will air during breaks in play throughout the series. “With tens of millions across India watching the cricket, we have a unique chance to show why there’s no place like Australia for a holiday,” he remarked.
The campaign builds on the momentum of Tourism Australia’s global initiative, Come and Say G’day, and last year’s Holiday Highlights, which leveraged the FIFA Women’s World Cup to attract international attention. Harrison expressed confidence that this latest effort would keep Indian audiences captivated beyond the cricket season.
Cummins, speaking about his involvement, shared his enthusiasm for welcoming Indian tourists. “There’s so much more to Australia than cricket – from our coastline to unique wildlife and amazing restaurants. We can’t wait to share it with Indian visitors.”
As the cricketing giants prepare for a tough series on the field, Australia is equally poised to win hearts off the pitch. The combination of cricket and travel might just be the winning strategy to entice Indian tourists to pack their bags and experience the magic of an Australian summer.
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