The Hindu Business Line : Indian tourists turn to new destinations

THEY say the Indian tourist is evolving. From the shopping holidays in duty-free Singapore and Dubai, to the package tours of London, Paris and Switzerland, the Indian globetrotter seems to be acquiring a taste for destinations known better for art, culture, food, and, some adventure.

As summer vacations draw near, several European nations are sending in teams to test the waters, and possibly, strike some early deals. February has seen the Spanish and Austrian tourist boards run promotions. But, they were not the only ones to come calling. Teams from nearer home, Nepal, Hong Kong, and Sri Lanka, have been doing their bit as well.

They are all hoping to gain from the generous dollar spends of the Indian tourist who has emerged as amongst the biggest spenders on holiday abroad.

The Spanish tourism board, for instance, has estimated that the Indian tourist spends up to euro 568 (Rs 32,000) on a visit, which was second only to Japan for the Asian nations. And, while Indians may not yet be flocking to Spain, one of Europe's most popular destinations with 52.4 million visitors each year, officials are hoping for a gradual shift.

The Spanish Tourism Board's Director for S-E Asia, Australia, New Zealand and India, Mr Miguel Nieto-Sandoval, said: "The change may not happen in a year. But we are willing to run the promotions over a longer period to create interest in the destination."

The Spanish tourism board has identified India as one of its emerging markets along with Australia, New Zealand, and the Baltic nations.

Austria set up a representative tourism office in the Capital in 1998 based on market research that indicated that India was set to emerge as an important centre for inbound tourists flow. Last year, 39,000 Indians visited Austria, which attracts about 28 million visitors annually.

According to the Director of the Austrian National Tourist Office in the Capital, Ms Christine Mukharji, the spending power of Indian tourists made them an important segment for the Austrian tourism board. For example, she said, about 75 per cent of all Indian visitors checked into luxury hotels, providing a boost to the local economy.

So what are tourists to Austria looking for? Austria offers a variety of attractions from mountains and glaciers to a rich culture. She added that while the tourists from the North enjoyed outdoor pursuits, those from Mumbai and Kolkata also took in the art and culture of the country.

According to Mr Gulu Jagtiani, a tour operator who specialises in niche tourism undertaken by independent travellers or close groups, as opposed to group tours, the Eastern European destinations, though still untapped, had a lot of potential.

These countries attracted a more upmarket clientele and special interest groups looking for art, culture, cuisine, and fashion as against mass entertainment and the nightlife.

He added that there was a lot to explore in the French and Italian countryside; an aspect that was largely ignored by packages tours, which were limited to tourist centres such as Paris, Rome or Milan.