- Influencer power and cricket diplomacy rule the game
- As the tourism sector rebounds, Tourism Australia plans to continue using influencer partnerships and cricket-driven campaigns to sustain momentum
Tourism Australia is making strategic inroads into one of its most dynamic markets—India—by combining two of the country’s greatest passions: social media and cricket. In a bid to attract more Indian travelers, Tourism Australia has launched an innovative influencer-led campaign timed to coincide with the T20 international cricket match between India and Australia at the People First Stadium on the Gold Coast on November 6, 2025.
This initiative reflects a powerful blend of marketing and cultural connection. Twelve high-profile Indian influencers, including actors, musicians, and content creators, were invited to experience Australia’s diverse attractions—from Sydney’s dazzling harbor and Melbourne’s creative scene to the tropical wonders of Cairns and the Gold Coast’s iconic beaches. Through their travel diaries, shared with a combined audience of more than 72 million followers, the influencers offered an authentic glimpse into Australia’s landscapes, food, culture, and adventure opportunities.
By tapping into India’s cultural passions and digital communities, Australia is not just promoting destinations—it’s building a lasting emotional connection with one of its most promising tourism markets
The campaign has been carefully timed to align with India’s peak travel planning season, when potential tourists are seeking inspiration for their next international getaway. Tourism Australia’s approach goes beyond showcasing famous landmarks like the Sydney Opera House or the Great Barrier Reef. It highlights the lesser-known gems, local experiences, and cultural immersion opportunities that appeal to a wide spectrum of travelers—from luxury seekers to adventure enthusiasts.
A major highlight of this initiative is its use of “cricket diplomacy.” Cricket remains a shared passion between India and Australia, serving as an emotional and cultural bridge between the two nations. By leveraging the excitement surrounding high-profile cricket tournaments, Tourism Australia has found a unique way to connect with Indian audiences in a space they are deeply engaged with. This strategy echoes the success of the 2024/25 Summer of Cricket campaign, which also saw strong engagement from Indian fans.
The results are already visible. In the 12 months leading up to June 2025, over 450,000 Indian travelers visited Australia, contributing nearly AUD 3 billion to the local economy. Projections from Tourism Research Australia suggest this number could rise to 620,000 visitors annually by 2029.
