Victoria has launched a focused growth strategy to attract 450,000 annual visitors from India, nearly doubling the current figure of 223,000. During an exclusive interaction, Steve Dimopoulos, Minister for Tourism, Sport and Major Events, shared that Indian travellers already contribute $810 million to Victoria’s economy each year.

“India is not a transactional market it’s a relationship-driven one,” said Dimopoulos. “For Victoria, being visible and consistently engaged has been key to building long-term trust with Indian partners.”

His remarks underline Victoria’s people-first approach building genuine connections with Indian trade partners, airlines, and event organizers rather than relying on short-term promotional efforts.

Deepening the India Connection

Over the past decade, Victoria has steadily strengthened its cultural and tourism links with India. The state government and Visit Victoria have invested in trade collaborations, student exchanges, and tourism campaigns, making India its fastest-growing inbound market.

As part of this ongoing effort, Victoria recently launched the Indian Travel Academy, a training platform that helps Victorian operators understand India’s travel behavior, preferences, and cultural nuances. “If our operators are going to sell Victoria to India, they need to understand what drives Indian travellers — from festivals and family travel to generational aspirations,” said Dimopoulos.

Boosting Air Connectivity

A key pillar of Victoria’s expansion strategy is improving flight connectivity between India and Melbourne. Currently, Air India and Qantas operate direct routes, but the state aims to add new connections by engaging Indian carriers such as IndiGo, which is expanding its long-haul network.

“Direct flying from India to Melbourne has become increasingly attractive,” Dimopoulos noted. “Arrivals rose from 180,000 to 220,000 in a year. The demand is clear now we must match it with more planes.”

Partnerships with Singapore Airlines, Thai Airways, and Malaysia Airlines have also been vital in increasing one-stop connections to Melbourne, making the city more accessible to Indian leisure and business travellers.

Driving Leisure and MICE Tourism

Leisure travel from India has grown by nearly 20% over the past year, driven by a younger generation seeking authentic and experience-based holidays. “Younger Indians are now more experience-driven. They want to discover everything from Melbourne’s café scene and art trails to its coastal adventures and vineyards,” said Dimopoulos.

The Victorian Government also plans to strengthen its MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism segment by aligning business events with sectors like technology, medical research, and digital innovation.

With long-term partnerships with major event organizers such as the ICC, Formula One Group, and NFL, Victoria is positioning itself as a year-round global events hub that appeals to both leisure and business travellers.

Preparing for Global Tourism Growth

With global travel expected to surpass two billion international trips within the next five years, India is poised to play a central role. The country could generate over 90 million outbound journeys by 2035, and Victoria wants a major share of that traffic.

“Melbourne is ready for this growth,” said Dimopoulos. “We have over 26,000 hotel rooms in the city, 24 million room-nights annually statewide, and the flexibility to scale further.”

He added, “Our goal is simple to capture the hearts and minds of Indian travellers, not just for one visit, but for many.”

A Long-Term Vision for Tourism Excellence

As Victoria deepens its partnerships with Indian airlines, tour operators, and digital platforms, the state’s focus remains on relationships, accessibility, and experience. This sustained engagement strategy ensures that Victoria will remain a top destination for Indian visitors in the years to come.

Follow Travel Moves on Instagram and Facebook for the latest updates in global tourism and destination development.