Financial Daily from THE HINDU group of publications
Tuesday, Jul 12, 2005
Financial Daily from THE HINDU group of publications Tuesday, Jul 12, 2005 |
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Marketing
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Strategy Industry & Economy - Tourism Tourism Australia sets sights on India Our Bureau
Chennai , July 11 WITH an increase of 22 per cent in tourist arrivals from India in 2004, Tourism Australia has sharpened its focus on the Indian market with a greater marketing and promotional spend. Ms Maggie White, Regional Manager, South and South East Asia, Tourism Australia, said about 55,600 Indian tourists visited Australia in 2004, against 45,593 in 2003. (According to the Australian Bureau of Statistics, Overseas Arrivals and Departures, there were 1.4 million arrivals from Asia (excluding Japan) during 2004 - an increase of 10 per cent over the previous year. India is second only to China as an emerging source market for Australia. ) Tourism Australia plans to spend about A$5,00,000 (Rs 1.6 crore) during the current financial year. This is an increase of 10 per cent over the previous year, Ms White said. Holiday is the main purpose of visit for Indians, followed by visiting friends and relatives, business and MICE (meeting, incentives, conferences and exhibitions) and employment and education. Quoting figures put out by the Tourism Forecasting Council, Ms White said visitor arrivals from India are expected to increase 15 per cent a year over the next 10 years and reach 1,98,800 by 2013. The average duration of stay of Indian visitors was between eight and ten days, she said. Visitors from India spend an average A$2,290 per person during their stay in Australia. The primary markets for travel are Mumbai and Delhi. The secondary markets are Ahmedabad, Bangalore, Chennai, Hyderabad, Kolkata and Pune. Tourism Australia has embarked on a branding mission focusing on the essence of life Down Under, called `Australia - A different light'.
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