Tourism Western Australia has successfully concluded its largest-ever marketing campaign in India, bringing together media, trade consumer platforms, and government delegation; through a landmark four-phase promotional activation. Designed to strengthen India’s role as one of Western Australia’s fastest- growing source markets, the campaign combined strategic partnerships with travel agents across the country, trade and media engagements, a first-of-its-kind consumer collaboration with Swiggy, and a prestigious networking dinner hosted during the official visit of the Hon. Reece Whitby MLA, Minister for Tourism, Western Australia. The campaign was executed with a carefully orchestrated blend of reach and depth. At the outset, a series of joint marketing campaigns with key travel agents and online travel agencies (OTAs) were rolled out from June 2025.
It not only reinforced Western Australia as a must-visit destination for Indian outbound travellers but also ensured that the travel trade was fully prepared to meet the demand expected during India’s upcoming festive and holiday season. In parallel, Tourism WA engaged a group of more than 20 leading Indian travel agents and travel trade media outlets on a mega familiarization trip hosted from 9 th to 17th September 2025.
The trip showcased the diversity of Western Australia’s offerings, from pristine natural landscapes and luxury wine regions to adventure-filled itineraries and provided the Indian delegates with a networking opportunity with the Western Australian travel trade stakeholders at the Namaste WA networking event, organized at the Optus Stadium. Additionally, in an innovative consumer-focused initiative, Tourism Western Australia collaborated with Swiggy, India’s leading food delivery and quick-commerce platform, to transform everyday food and lifestyle moments into immersive travel inspiration, with the adorable quokka (also known as the happiest animal on earth) serving as the centrepiece of the campaign. From appearing on millions of post-order delivery screens and tracking maps to banner ads across the Swiggy Food and Instamart apps, the quokka encouraged users to pause from their routines and imagine the joy of a holiday in Western Australia.
This innovative campaign successfully blended Swiggy’s delivery convenience with the relaxed, joyful experiences that Western Australia is known for. Page 2 of 3 The campaign concluded with a high-profile networking dinner at the Taj Palace, New Delhi, attended by key trade, airline and media stakeholders. The event was graced by Hon. Reece Whitby MLA, Minister for Tourism, along with senior delegation members from Western Australia, including Chad Anderson, CEO of Tourism Western Australia and Anneke Brown, Managing Director, Tourism Western Australia. The evening provided an opportunity to strengthen relationships and explore future collaborations with the Indian outbound travel market. Reflecting on the India campaign, Anneke Brown, Managing Director of Tourism Western Australia commented “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 investment in the Indian outbound market comes amid record growth in visitation. In the year ending June 2025, approximately 38,000 visitors travelled from India to Western Australia, who contributed AUD 75 million in visitor spend. India has risen to become Western Australia’s eighth-largest inbound market by visitor volume and fourteenth-largest market by visitor spend. The campaign has laid the groundwork for ongoing engagement between Western Australia and India, with Tourism WA expected to continue trade training, consumer activations, and discussions about route development throughout the coming year.
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