Australia's tourism operators will be asked to help develop a 10-year plan to win a bigger share of the booming market in India.
Members of the tourism industry are meeting in Canberra on Thursday to plot its future direction.
Tourism Australia boss Andrew McEvoy says he wants to drive a more focused approach to gaining more business from India's wealthy middle class.
"But one of the things I'll announce today is that we want to have a really good look at India.
"India is another market with a growing middle class and people who are desiring things like travel as they build life's resume, and I think Australia is high on their list."
Mr McEvoy said that by 2020 there will be 100 million Chinese and 50 million Indians travelling on holidays.
"So one of the things I want to say today is that as we did with China, we need a 10-year plan and a 10-year approach to really capitalise on the Indian market as well."
The TA boss said the far world markets of the UK, Europe and the Americas will recover their former strength but, given the macro-economic circumstances of the moment, they're struggling.
"However, the region we live in, in the same time zone and a one-hop flight, is growing very well for Australia."
Mr McEvoy said the Australian government has been working very closely in India at diplomatic level for a number of years, but he believes the time is now right to take our efforts to the next level.
He said like our approach to China, the industry has to develop plans to get our message into the cities in India from which people are most likely to travel, and decide the best way to step up marketing of Australia.
"And what's our alliance with the airlines that probably service Australia out of Singapore and KL and Bangkok but over time will fly direct non-stop to Australia?
"They're the sort of things we want to consider in terms of a 10-year plan."
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