Victoria, Australia Woos Indian Travellers With Wellness And Culture Offerings
Australia has long held a firm position on the Indian traveller’s map with Melbourne right at the centre of this connection, as one of the most popular destinations for Indian visitors. Capital of Victoria, the city’s appeal lies in its myriad experiences and activities, including art and culture, gastronomy, historic markets, festivals, concerts and a calendar packed with global sporting events.…
Victoria, Australia has become an increasingly popular destination for Indian travellers, with Melbourne serving as the state's primary gateway. The city attracts a diverse range of experiences, from art and culture to gastronomy, historic markets, festivals, concerts, and global sporting events. In 2022, India accounted for approximately 200,000 visitors to Victoria, contributing $700 million to the local economy.
Brendan McClements, CEO of Visit Victoria, highlights the increasing presence of high-net-worth Indian consumers seeking exclusive, bespoke experiences, often facilitated by dedicated travel agents.
Melbourne's appeal to Indian travellers lies in its rich cultural offerings, with marquee events such as global music tours featuring artists like Taylor Swift or Coldplay acting as a catalyst for travel plans. The city's strong ties to cricket have long been evident, but recently, tennis and Formula One have also gained traction among Indian visitors. McClements explains that these high-end sports often coincide with exclusive dining experiences, as guests seek to indulge in the city's finest restaurants.
For leisure travel, Indian tourists typically stay for 10-14 days, exploring destinations beyond Melbourne. Places like the Great Ocean Road, Yarra Valley, and Phillip Island offer unique experiences that showcase the state's natural beauty. Wellness and spa offerings are particularly popular among visitors, with the Great Victorian Bathing Trail featuring hot springs, mineral springs, and sea baths.
This trail, which spans 900 kilometers, has become a tourism highlight, with its origins tracing back to Charles Davidson's establishment of Peninsula Hot Springs on the Mornington Peninsula in 2005.
Alba Thermal Springs, another prominent wellness destination, offers a luxury experience in Victoria's mineral-rich hot springs. The 42-acre retreat features private outdoor mineral spring baths, nature-focused body therapies using organic products, saunas, ice plunges, and personalized treatments such as massages, facials, hammams, and Vichy rituals.
As Victoria continues to refine its wellness offerings, it aims to develop this tourism product further by 2030, promising an enhanced layered experience for wellness seekers.
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