A New Narrative for the Sunshine State
Tourism and Events Queensland (TEQ) is spearheading a sophisticated strategy aimed squarely at the modern Indian traveller. This isn't about simply listing attractions; it's about weaving a compelling narrative of personal discovery and unique experiences.
One recent example is a partnership with bespoke luxury travel curator JourneyLabel, featuring dancer and choreographer Shakti Mohan. The campaign followed her personal journey across Brisbane, the Gold Coast, and the Great Barrier Reef, showcasing a mix of urban energy, natural wonder, and cultural connection. This approach presents Queensland not just as a place to see, but as a destination to feel and experience on an emotional level.
Why India, Why Now?
The focus on India is a calculated business decision based on powerful market trends. India stands as one of Australia's fastest-growing and most promising inbound tourism markets. For the year ending December 2025, arrivals from India hit a record 451,524, exceeding pre-pandemic levels. While there was a dip in visitor numbers in May 2026 due to aviation disruptions in the Middle East, the long-term trend remains strong. Indian travellers are also significant spenders, contributing A$2.7 billion in the year to September 2025. Recognizing this potential, entities like the Brisbane Economic Development Agency and Experience Gold Coast have also teamed up to increase their presence and promotional activities within India.
From Checklist to Connection
The strategy of "adventure storytelling" is a direct response to the changing tastes of Indian tourists. The market is maturing beyond so-called "checklist tourism," where the goal is to see as many landmarks as possible. Today's travellers, especially from the rising middle and upper-middle classes, are seeking deeper, more immersive journeys. They are interested in slow travel, niche experiences, and passion-led trips that align with their personal interests, be it wellness, food, or adventure. Ryna Sequeira, Director for India at TEQ, notes that this evolution in Indian preferences requires a new way of presenting Queensland's story. This means highlighting authentic local culture, eco-luxury, and opportunities for personal well-being alongside iconic sites.
Bringing the Adventure to Life
To make these stories resonate, Queensland is collaborating with influential voices and major travel operators. The campaign with Shakti Mohan, for instance, used her massive social media following to share real-time moments from her trip, creating an immediate and personal connection with her audience. Beyond individual influencers, TEQ has forged strategic partnerships with major Indian travel firms like Thomas Cook and SOTC Travel. These long-term agreements involve creating innovative, experience-led itineraries for a wide range of travellers, from multi-generational families to young professionals. This ensures that the narrative created by the campaigns can be translated into bookable, curated holiday packages that deliver on the promise of adventure and authenticity.
The Road Ahead for Queensland-India Tourism
This focus on storytelling is part of a broader, long-term vision outlined in the Queensland-India Trade and Investment Strategy. The goal is to build year-round visitation and foster deeper economic and cultural links, which is especially important on the runway to the Brisbane 2032 Olympic and Paralympic Games. The strategy acknowledges that the modern traveller values safety, beautiful natural environments, and value for money—all areas where Australia performs strongly. By telling richer stories and showcasing a wider variety of experiences, from hot air balloon rides to wildlife encounters, Queensland aims to not only attract first-time visitors but also encourage longer stays and repeat trips.
