Cricket great Adam Gilchrist leads WA’s Indian tourism campaign
Tourism Western Australia has partnered with cricket legend Adam Gilchrist in a new campaign to promote day trips from Perth to the lucrative Indian tourism market.
Launching in Mumbai and Delhi from 19 August, the campaign features the former cricketer and his son exploring attractions in and around the outskirts of Perth.
The duo experienced four-wheel-driving and sandboarding in Lancelin, stargazing in the Pinnacles, wineries in the Swan Valley, enjoyed a boat cruise in Rockingham and completed the thrilling Vertigo experience at Optus Stadium.
Their journey was documented via photographs and video for Indian social media and Cricbuzz, a popular mobile app for cricket news with over 50 million users and monthly traffic of nearly 400 million.
The campaign coincides with the opening cricket series of the summer The West Test between Australia and India at Optus Stadium in November.
It also features on large billboards in India that direct people to accommodation and tourism experiences and partner deals with Indian travel agency Thomas Cook and Skyscanner that will offer packages to Perth.
Tourism Minister and Deputy Premier of Western Australia Rita Saffioti said: “Adam Gilchrist is not only an Australian cricket legend, he’s a national treasure and we’re so excited to have him as part of this campaign promoting his home state to India, particularly given he’s a household name over there as well.
“India is certainly a priority tourism market for us, and our strong and proud Indian community in WA has no doubt had a big influence on the fast-increasing visitor numbers, with people coming to visit family and friends in WA.”
India is a key tourism market for Western Australia, with 34,000 visitors arriving in the state and spending $128 million in the year ending March 2024.
It has become Western Australia’s seventh largest market from 11th largest in 2019, with the accelerated growth indicating surging demand from Indian visitors, driven by a large Indian community in WA of approximately 61,000 residents, including around 9,600 international students.
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