For the first time in its 11-year history, MasterChef Australia contestants travelled to Queensland in a series of episodes airing on Star World India. The episodes featured the state’s local cuisine, restaurants and farm-to-table experiences in a week-long showcase that tantalised the tastebuds of Indian fans. Queensland’s Premier Annastacia Palaszczuk said that Queensland has a vibrant food culture. “MasterChef Australia helped showcase the beauty of our state and great quality of our produce to thousands of viewers across the country,” added Palaszczuk.
The partnership, an initiative of the Queensland Government through Tourism and Events Queensland, aimed to leverage the popularity of the show in the India market to give viewers mouth-watering insights into Queensland’s world-class food offerings and experiences. The launch of the program in India also coincided with Tourism and Events Queensland’s launch of a ‘Taste the State’ campaign that took viewers on a culinary journey of Queensland’s food story with ex-MasterChef Australia finalist Matt Sinclair, who is popular amongst Indian viewers.
Sinclair said that he loved travelling to India and had brought learnings from the Indian food culture back home with him. “When I travelled to India in 2018 I was inspired by the amazing flavours and cooking styles and I have incorporated some of this into my cooking,” said Sinclair. “Combined with Queensland’s fantastic local produce, this has created many beautiful dishes. I am blessed to call Queensland home and honoured to represent this great state as an ambassador for the wide and varied food experiences on offer here. I hope to welcome many Indian travellers here to enjoy it.”
Queensland’s Tourism Industry Development Minister Kate Jones said millions of people tune into MasterChef Australia around the world. “By hosting MasterChef Australia in Queensland, prospective tourists will have beautiful images of our state beamed into their living rooms,” said Jones. Tourism and Events Queensland Chief Executive Officer Leanne Coddington said that food and beverage experiences are one of the top considerations when choosing a holiday destination. “This partnership is about showing visitors how they can enjoy the very best of Queensland’s amazing produce,” added Coddington.
Already a popular destination for Indian travellers, showcasing Queensland’s food experiences through MasterChef Australia aims to influence the way Indian travellers experience food on their holiday.