Visit Victoria, the official tourism organization for the state of Victoria, Australia, recently showcased a captivating “Every bit different” event designed to attract Indian travelers to the vibrant city of Melbourne and the state of Victoria. The event highlighted a plethora of major events and experiences, showcasing Victoria’s diverse and exciting offerings.
The spotlight fell on iconic events like the Boxing Day Test against India, the renowned Melbourne Food and Wine Festival, the exhilarating Australian Open, Yayoi Kusama’s captivating exhibit at the National Gallery of Victoria (NGV), and the adrenaline-pumping Formula 1® Australian Grand PrixTM. These events are strategically positioned to capture the attention of Indian travelers during the Australian summer and autumn seasons.
Brendan McClements, Chief Executive of Visit Victoria, and Shae Keenan, Chief Marketing Officer, emphasized the critical importance of the Indian market to the state’s tourism strategy. The event brought together prominent figures from various fields, including renowned tennis star Rohan Bopanna, popular cricket host Sanjana Ganesan, and acclaimed Melbourne chef Helly Raichura, owner of Enter Via Laundry. These ambassadors for Victoria passionately highlighted the state’s world-class offerings in sports, culinary arts, and cultural experiences, all set to take center stage during the Australian summer and autumn seasons.
The event featured a captivating fireside chat with Sanjana Ganesan, who shared her cherished memories of attending the Australian Open for the past 20 years. She reminisced about iconic cricket moments at the hallowed Melbourne Cricket Ground, further emphasizing the city’s deep-rooted connection to sporting excellence. Following the discussion, Chef Helly Raichura, a culinary maestro known for her exquisite creations, curated a delightful lunch inspired by the vibrant culture of Melbourne.
The menu was a testament to the fusion of Victorian and Indian flavors, with each course themed around three of Melbourne’s most prominent events: the Australian Open, the Melbourne Food & Wine Festival, and the Boxing Day Test. The menu celebrated the city’s dynamic spirit, showcasing the culinary creativity and cultural diversity that defines Melbourne.
Brendan McClements, CEO of Visit Victoria, shared his insights on the burgeoning Indian travel market, stating, “India is demonstrating a huge appetite for travel to Australia, particularly Melbourne and regional Victoria. We share many passions with India, including food, art, culture, sport and coming together to celebrate events. As Australia’s major events capital, Melbourne boasts an incredible array of global sporting, cultural, and culinary experiences. Through these iconic events, we hope to inspire Indian travelers to explore everything Melbourne and Victoria has to offer and make it a must-visit destination on their travel bucket list.”
Chef Raichura, the culinary artist behind the exceptional lunch, shared her perspective on the creative process: “Designing this menu was a deeply personal journey, blending the rich heritage of my Indian roots with the dynamic energy of Melbourne’s iconic events. Each dish was designed to take diners on a journey, highlighting the energy of the Boxing Day Test, the excitement of the Australian Open, and the culinary excellence of the Melbourne Food & Wine Festival. My goal was to create an experience that celebrates the vibrant fusion of cultures and flavors, offering a true taste of Melbourne’s spirit.”
Rohan Bopanna, a celebrated tennis star, expressed his admiration for the Australian Open, sharing, “It’s always an honour to play at the Australian Open, a tournament that holds a special place in my heart. After visiting Melbourne for 20 years, I can confidently say that the energy, passion, and excitement of this city, especially during the Australian Open, is unmatched. Whether it’s tennis or cricket, Melbourne makes every athlete feel at home. The city embraces the spirit of competition, and that’s what makes it so unique.”
Sanjana Ganesan, a well-known cricket host, shared her excitement for the upcoming India-Australia Boxing Day Test match, stating, “The India-Australia Boxing Day test match is definitely going to be one for the books. As a fan of the sport, I am really looking forward to immersing myself in the spirit of the game at the iconic MCG which holds so much cricketing history. The best thing about the city of Melbourne is that there’s always so much to explore and it is really pulsing with its own unique energy.”
Through this captivating event, Visit Victoria successfully conveyed the allure of Melbourne and Victoria to the Indian market, positioning the state as an unparalleled destination for unforgettable experiences. With its vibrant events, world-class attractions, and warm hospitality, Victoria is poised to attract a growing number of Indian travelers seeking authentic experiences and unforgettable memories.
