Indian economy’s resilience to global fiscal uncertainties due to domestic consumption driven economy, on the back of growing young, aspirational middle class population, has attracted Tourism Australia’s attention.

Tourism Australia is the Australian Federal Government agency responsible for promoting Australia to the world as a destination for leisure and business travel. Tourism contributes around 2.5 per cent of Australia’s gross domestic product. Globally, Australia is ranked 43rd in total tourist arrivals, 11th in tourism receipts, but is ranked number one for spend per visitor.

Tourism Australia targets to double the number of Indians travelling to Australia and triple their contribution to Australian economy by 2020 from 150,000 arrivals and A$ 750 million spend in 2012, by focusing on a yield driven strategy.

Priority markets

“India is amongst the fastest growing markets for Tourism Australia, with its growing, young middle class, and rising disposable income. By 2020, average age of Indian is estimated to be 29 years. So young Indians will travel overseas at a much younger age,” said Nishant Kashikar, Country Manager – India & Gulf, Tourism Australia.

Tourism Australia’s priority markets for consumer marketing, that is Maharashtra, Delhi and Karnataka form 46 per cent of total Indians travelling to Australia.

For attracting more tourists and sustaining the double-digit growth in arrivals and spend witnessed during the year 2014 and 2015, Tourism Australia is currently advertising on up to 25 television channels. It also leveraged the popularity and viewership of the India-Australia ODI and T20 cricket series, which was currently played in Australia.

Marketing initiatives

To capitalise on the peak booking period of January to March, Tourism Australia has collaborated with 10, key distribution partners, including online travel agencies, and will run campaigns on print, digital and social media until April 2016.

Tourism Australia has also partnered with India’s national carrier, Air India, and Singapore Airlines to offer exciting fares to travel enthusiasts for the upcoming holiday season. Further tie-ups with Malaysia Airlines and Thai Airways are also being explored.

Biggest of all the initiatives is an event titled - Inviting the world to dinner at ‘NOMA’, wherein Tourism Australia has invited seven top food & wine influencers, including Vir Sanghvi, Sanjeev Kapoor, Vicky Ratnani, Ranveer Brar, Rashmi Uday Singh, Marryam Reshii, and Rushina Munshaw Ghildiyal, on an exclusive gastronomic journey in Australia.

As part of this trip, they will attend Noma Australia, an intimate dinner on March 2nd in Sydney, along with renowned food & wine influencers across the world. Chef René Redzepi has brought his award-winning, famed restaurant, NOMA to Barangaroo Sydney, Australia for ten weeks from 26 January 2016.

“The above activities are aimed at increasing Australia’s awareness, aspiration, and drive visitation into Australia. During the year 2016, we aim to achieve over 250,000 arrivals and AUS $ 1.25 billion in spend. By 2020, the spend is expected to reach AUS $1.9 billion,” Kashikar said.

For the year ended November 2015, there were 230,000 Indians who travelled to Australia, a growth of 18 per cent over the previous year. Spend for year ended September 2015 increased by 34% to A$ 1.1 billion. The arrivals and spend statistics relate to short-term arrivals, that is, tourists who stay for a period of less than 12 months, and also includes students who attend short term education programs.

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