A Partnership Driving Growth
India has become one of Australia's top five international visitor markets, and Queensland is a significant beneficiary of this trend. In the year ending September 2025, the state welcomed 77,000 Indian visitors, who contributed nearly $239 million to the local
economy. This isn't happening by accident. Recognizing the immense potential, key players like Brisbane Economic Development Agency, Brisbane Airport, and Experience Gold Coast have united to specifically target this booming market. They have appointed in-market representatives in India to convert rising interest into actual visits, aiming to strengthen trade ties and increase air connectivity. With airlines like Malaysia Airlines offering seamless connections to 10 major Indian cities, the Sunshine State is more accessible than ever.
The Rise of the Experiential Traveller
So, what’s behind this surge? The answer lies in a global trend that is particularly strong among Indian tourists: the move away from checklist tourism towards 'experience-led' travel. Modern Indian travellers, especially the younger generation, are no longer content with just seeing the sights. They crave authentic, immersive activities that allow them to connect with a destination's culture, nature, and community on a deeper level. A recent report highlighted that 75% of Indian travellers now show a strong interest in experience-led holidays. It's less about where they want to go and more about what they want to do—whether that's exploring unique cultures, participating in outdoor adventures, or attending local festivals.
Queensland’s Unique Appeal
Queensland is perfectly positioned to cater to this new wave of tourism. The state's tourism strategy heavily focuses on showcasing its natural and cultural assets, including the Great Barrier Reef, lush rainforests, unique wildlife, and rich Aboriginal and Torres Strait Islander cultures. For the Indian traveller seeking memorable moments, this translates into a wealth of opportunities. Imagine snorkelling in the world's largest coral reef, exploring ancient Daintree Rainforest, or getting up close with kangaroos and koalas. These are the kinds of distinctive, shareable experiences that today's tourists are looking for. Tourism bodies are actively promoting these diverse offerings, ensuring Cairns and the Great Barrier Reef are top-of-mind for Indian families and adventurers planning their next big trip.
More Than Just Sun and Surf
While the famous beaches of the Gold Coast are a major draw, showing a robust 35% year-on-year growth in Indian visitors recently, the appeal goes much further. The strategy from Queensland's tourism bodies is to promote a wider range of activities. This includes highlighting the state's thriving cultural scenes, culinary masterclasses, wellness workshops, and vibrant city life in places like Brisbane, which is being positioned as 'Australia's lifestyle capital'. Officials are even looking to improve direct air routes from India to make travel even more seamless, signalling a long-term commitment. This focus on a holistic experience—blending adventure with culture, relaxation, and city exploration—resonates strongly with the desires of the modern Indian globetrotter.
