Tourism Western Australia conducted its largest-ever marketing campaign in India—a landmark, four-phase promotional activation that brought together media, trade, consumer platforms, and a government delegation. The extensive campaign was designed to reinforce India’s position as one of Western Australia’s fastest-growing source markets, combining strategic trade partnerships, immersive familiarisation programs, an innovative consumer collaboration, and a high-level networking engagement.
The multi-layered campaign was executed with a strategic balance of reach and depth. Beginning in June 2025, a series of joint marketing initiatives with leading Indian travel agents and online travel agencies (OTAs) positioned Western Australia as a must-visit destination for Indian outbound travellers. These partnerships ensured that the travel trade was fully equipped to capture demand during India’s upcoming festive and holiday season.
As part of its trade and media outreach, Tourism WA hosted a group of more than 20 leading Indian travel agents and travel trade media representatives on an extensive familiarisation trip from September 9 to 17, 2025. The delegation experienced Western Australia’s diverse offerings—from pristine coastlines and world-class wine regions to adventure-filled itineraries and vibrant cities. The trip also featured the ‘Namaste WA’ networking event at the iconic Optus Stadium, fostering connections between Indian and Western Australian travel industry stakeholders.
In a first-of-its-kind consumer engagement initiative, Tourism Western Australia partnered with Swiggy, India’s leading food delivery and quick-commerce platform, to creatively bring the spirit of Western Australia into millions of Indian homes. The campaign featured the adorable quokka, known as the “happiest animal on Earth,” as its central mascot, inspiring users to pause their daily routines and imagine the joy of a Western Australian holiday. From appearing on Swiggy’s post-order delivery screens and tracking maps to banner placements on Swiggy Food and Instamart, the quokka became an emblem of the destination’s joyful, relaxed lifestyle.
The India campaign culminated with a high-profile networking dinner at the Taj Palace, New Delhi, attended by prominent trade, airline, and media stakeholders. The evening was graced by Hon. Reece Whitby MLA, Minister for Tourism, Western Australia, along with senior members of the visiting delegation, including Chad Anderson, CEO of Tourism Western Australia, and Anneke Brown, Managing Director of Tourism Western Australia. The event served as a platform to celebrate the success of the campaign and explore future collaborations within the Indian outbound market.
Reflecting on the campaign, Anneke Brown, Managing Director, Tourism Western Australia, said: “This has been one of our most ambitious and holistic outreach programs in India. 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 increased focus on the Indian market comes amid record growth in visitation. For the year ending June 2025, approximately 38,000 visitors from India travelled to Western Australia, contributing an estimated AUD 75 million in visitor spend. India now ranks as Western Australia’s eighth-largest inbound market by visitor volume and fourteenth-largest by visitor spend.
Building on the success of this landmark campaign, Tourism Western Australia plans to continue engaging with the Indian market through ongoing trade training, consumer activations, and discussions on air route development in the year ahead.