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India pre-delivers Australia target

March 12, 2018 Headline News No Comments Email Email

India has delivered 300,000 plus tourists, a Tourism Australia target set for 2020, well ahead in 2017. This increase of 15.4% over the previous year has placed the South Asian country as the 8th largest and the fastest growing inbound travel market for Australia.

Brent Anderson, Regional General Manager, South & South East Asia, Tourism Australia, said: “India 2020 target came-up as global 2020 targets were set by Tourism Australia. With that now achieved, we are now looking at 2025 targets with India expected to become the fifth largest market. We’ll also try to match up with infrastructure issues with increased hotel rooms and aviation connections, which is currently a major issue from India”.

He added that Qantas’s view of re-launch of hub from Singapore by end of this year will be quite phenomenal not just from India but across South East Asia. Air India has indicated that it will up its weekly services from 7 to 10 from Delhi and Malaysia Airlines will be recommencing Brisbane flights from June.

Nishant Kashikar, Country Manager, Tourism Australia India and Gulf, said: “We have achieved four consecutive years of double digit growth, there by achieving 2020 target early by 3 years. India’s also the fastest growing market for spends across 14 to 15 global markets where Tourism Australia has presence.”

He attributes the success to introduction of the convenient digital visa process introduced in mid 2017 and constant marketing efforts through various campaigns along with tactical partnerships with key distribution and airline partners. Media collaborations for consumer marketing include ‘There’s nothing like Australia’ campaign that highlights key attractions and experiences.

Nishant Kashikar & Brent Anderson of Tourism Australia

Tourism Australia’s strategy is to raise Australia’s appeal as the preferred long-haul leisure destination among high value travellers. Aquatic and coastal, adventure, nature and wildlife tours are popular with high value travellers.

Mr Kashikar added: “Airline Market Place, an industry first initiative, made us collaborate with 8 airline partners to offer best deals.  Australia received 40,000 Indian business travellers in Australia last year. MICE growth was also phenomenal with three big groups of 1000 delegates each.”

Tourism Australia expects to reach the travel receipts target of $1.9 billion (set for 2020) from India by this year end. An Indian traveller to Australia spends $ 5343 on an average, during his/her two weeks’ stay.

Mr Kashikar said: “There is a consistent effort to introduce new products and experiences. Focus on digital media will increase. We’ll have more trade partnerships and continue to intensify our efforts to be within the top five inbound markets for Australia by 2025.”

Australia is growing in appeal as an aspirational destination for Indian travellers. E-visa to Australia is likely to be a strong catalyst for boosting tourist arrivals from India. The NTO wants to work more on food and wine, self-drive and education tours among other products.

Written by Anand & Madhura Katti

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