Company: AUSTRALIAN TOURIST COMMISSION
State: NEW SOUTH WALES
AUSTRALIAN TOURIST COMMISSION SEES STRONG GROWTH
The Australian Tourist Commission, ATC, has identified India as an emerging market for Australia. For the year ending July 2000, 39 066 Indian tourists (including students) visited Australia, up 21 per cent on year ending July 1999 when 32 183 tourists arrived. Latest available figures indicate Indian tourists spend approximately A$3 034 during their Australia stay, compared with the overall inbound visitor average of A$2 152 per visit. The potential Indian traveller perceives Australia as a reward holiday destination; its diverse nature, cosmopolitan cities, good shopping and varied food scene appeal to the Indian visitor.
Key target consumer segments for the ATC include high income families who are experienced travellers and ‘incentive’ groups rewarded for work performance. Secondary targets include honeymooners, special interest travellers, religious groups, students and those visiting friends and relatives. A typical 12 day itinerary includes Sydney, Melbourne, the Gold Coast and Cairns.
Potential Indian travellers to Australia generally have an excellent knowledge of other long haul destinations such as Europe and the United States. Although consumers are largely unaware of the diversity of holiday experiences available in Australia, knowledge of the destination is growing. To accelerate this awareness, ATC recently appointed a public relations agency in Mumbai with offices in other key Indian cities. They will undertake publicity, media relations and other targeted activities on behalf of the commission. The ATC works closely with the Department of Immigration in educating the travel industry on Australia’s visa requirements. Visas are now issued in both New Delhi and Mumbai.
The ATC believes Australian companies should be realistic in their approach to securing business from India, establishing relationships which offer the best mid to long term business potential; the industry needs to recognises immediate results are unlikely to be forthcoming.
Source: Australian Tourism Commission, 2001.