Future of Distribution
In 2024, Tourism Australia undertook a research project to unpack the post-pandemic complexities of tourism distribution.
Markets
Market insights snapshot - India
Learn about market spend and recovery trends and consumer priorities for the India market.
Market trends
- India maintained its number five ranking for arrivals and spend and continues to be one of the fastest growing and promising markets for Australia.
- Arrivals from India reached a record 451,524 for the year ending (YE) December 2025, marking a 2 per cent rise compared to 2024. It has been steadily growing, and its among few markets to substantially exceed its 2019 performance levels, equivalent to 113 per cent of its 2019 volume.
- Indian traveller expenditure hit A$2.7 billion in year ending September 2025, an increase of 15 per cent over 2024, with 43 per cent of that value concentrated in Victoria.
- Leisure travel remains the largest expenditure source from India at 41 per cent, with education-related travel contributing a significant 31 per cent.
- Visitors from India travelling to visit friends and relatives (VFR) continue to be Australia’s longest-staying cohort, with an average trip duration of 66 days.
Consumer trends
- Factors of greatest importance to Indian travellers are safety/security, beautiful natural environments and value for money.
- Seven in ten Indian out of region travellers are aware of Australia as a holiday destination, with half considering travelling to Australia within the next four years and one in five who are actively planning their holiday.
- For Indian out of region travellers, Australia is strongly associated with world class beaches, beautiful environments, and unique wildlife.
- Indian travellers have a strong desire to holiday to Gulf Cooperation Council countries including the United Arab Emirates, closely followed by the United States and Australia.
- When looking at the competitive set for Australia, Australia performs very strongly, with the second-highest awareness, consideration and active planning, just below Dubai and surrounds.
