Company: AUSTRALIAN TOURIST COMMISSION
State: NEW SOUTH WALES
Sector: SERVICES
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.