A range of tools to help inform you about ways to better understand and adapt your experience to meet the needs of consumers who may live in Australia but are from culturally and linguistically diverse backgrounds. This information is also relevant for inbound markets.


In 2019, India was the fastest growing market in Australia for visitor spending. India will likely be one of the strongest inbound markets that bounces back post-pandemic.

In October and November 2022, the ICC’s T20 World Cup is expected to attract a large number of international Indian tourists. Leading up to and following the ICC’s T20 World Cup, many Indian tourists are expected to explore regional Victoria, including Ballarat.

Approximately 700,000 Indians live in Australia, making it another fantastic opportunity for Ballarat and its tourism industry.

Designed to accommodate your busy schedule, this three-part webinar series allows you to learn at your own pace. It will help you gain a better understanding of Indian travellers’ expectations, identify target market segments, and determine the travel planning journey of Indian customers.

The program has been developed by Garry Burns and Himanshi Munshaw

  • Garry is the Managing Director of Connect2India. He is well respected within the Indian travel industry and has over 20 years’ experience in the market. He previously held the position of Director of Marketing at Sovereign Hill.
  • Himanshi owns and operates Foodie Trails which offers Melbourne walking food tours, cooking classes, food festivals and events & International cultural food. Her mother Heena Munshaw owns and operates Beacon Holiday one of India’s premier travel agents located in Mumbai.


Because of its Gold Rush history, Ballarat has always been a popular destination among Chinese tourists. There is still a fantastic opportunity to capture a significant portion of the 1.3 million Chinese living in Australia, despite China’s closed borders. 

This program is in partnership with the City of Ballarat and Ballarat Regional Tourism. It is designed to prepare and guide the industry so that it can provide superior visitor experiences for the Chinese market in Ballarat. 

As part of the free webinar series, participants will learn about culture considerations, how to engage the local Chinese market and how to market to this lucrative tourism segment.

The program has been developed by Garry Burns and Jessica Xue.

Garry Burns has been deeply involved in growing the inbound and Chinese domestic markets for significant tourism attractions for 17 years, including premium products for Phillip Island’s Penguin Parade, and the development of Sovereign Hill strategies and products specifically for the China market. 

China-born Jessica Xue is one of the leading tourism executives in Australia for the China market. She grew up in Shanghai, so has an innate understanding of the culture and relationships which are integral to successful business dealings in China. She held the position of Sales and Marketing manager for Sovereign Hill for six years.

The City of Ballarat acknowledges the Traditional Custodians of the land we live and work on, the Wadawurrung and Dja Dja Wurrung People, and recognises their continuing connection to the land and waterways. We pay our respects to their Elders past, present and emerging and extend this to all Aboriginal and Torres Strait Islander People.