Tourism Western Australia successfully concludes its largest-ever integrated marketing campaign in India, marking a significant milestone in strengthening India’s position as one of Western Australia’s fastest-growing source markets. The landmark four-phase promotional activation brought together media, trade, consumer platforms, and government delegations through an extensive series of engagements and collaborations.
Designed to deepen awareness and drive demand among Indian travellers, the campaign combined strategic partnerships with leading travel agents and OTAs, high-impact trade and media initiatives, a consumer collaboration with Swiggy, and an exclusive networking dinner hosted during the official visit of Hon. Reece Whitby MLA, Minister for Tourism, Western Australia.
Beginning in June 2025, a series of joint marketing campaigns with key travel partners across India positioned Western Australia as a must-visit destination for the upcoming festive and holiday season. In September, more than 20 leading Indian travel agents and media representatives participated in a mega familiarization trip (9–17 September 2025), experiencing the state’s pristine landscapes, luxury wine regions, and adventure attractions. The program also included the ‘Namaste WA’ networking event at Optus Stadium, facilitating direct connections with Western Australian tourism stakeholders.
In a first-of-its-kind consumer initiative, Tourism Western Australia collaborated with Swiggy, India’s leading food delivery and quick-commerce platform, transforming daily food moments into travel inspiration. Featuring the adorable quokka — often called the happiest animal on earth — the campaign appeared across Swiggy Food and Instamart apps, encouraging millions of users to imagine the joy of a Western Australian holiday. This creative integration brought Western Australia’s spirit of fun, freedom, and relaxation into everyday Indian homes.
The campaign concluded with a high-profile networking dinner at Taj Palace, New Delhi, attended by key trade, airline, and media stakeholders. The event was graced by Hon. Reece Whitby MLA, along with senior delegation members including Chad Anderson, CEO, and Anneke Brown, Managing Director, Tourism Western Australia.
“This has been one of our most ambitious and holistic outreach programs in India,” said Anneke Brown, Managing Director, Tourism Western Australia. “By combining trade and media engagement with a consumer platform like Swiggy, we have created visibility at multiple levels. We are confident that this integrated approach will translate into stronger demand and a deeper, enduring affinity for Western Australia.”
Tourism Western Australia’s continued investment comes amid record growth in Indian visitation. For the year ending June 2025, approximately 38,000 visitors from India contributed AUD 75 million in visitor spend, making India the eighth-largest inbound market by visitor volume and fourteenth by visitor spend for the state.
Building on this momentum, Tourism Western Australia will continue to engage with Indian partners through trade training programs, consumer activations, and route development discussions throughout the coming year.
