With 11.3 per cent increase in Indian arrivals year ended (YE) October 2016, India has emerged as the 9th largest inbound market for Australia. “We achieved a significant milestone as of year ended (YE) October 2016, when we recorded 253,100 arrivals, an increase of 11.3 per cent relative to the same period the previous year, making India the 9th largest inbound market for arrivals. October 2016 alone saw 20,400 Indian arrivals to the destination, an impressive growth of 24 per cent over the same period in 2015,” Nishant Kashikar, Country Manager, India & Gulf, Tourism Australia, said.
He further informed that the Tourism Forecasting Committee has predicted 265,000 visitors from India for the Jul 2016 – June 17 period, a 9.6 per cent increase over 2015-16. “Arrivals from India are expected to perform well with an average annual financial year growth rate of 6.4 per cent through to the financial year 2021-22,” he revealed.
According to him, the holiday purpose of visit has driven the overall market growth with 20 per cent and 19 per cent increase in arrivals and spend respectively. “As of YE September 2016, Indian visitors have contributed A$ 1.15 billion to the Australian economy, an increase of 7 per cent over the previous year. Also, for YE September 2016, the average length of stay for all visitors from India was 61 nights, with a 45 per cent repeat visitation. For the YE September 2016, the average spend by an Indian traveller was A$ 4,900,” he revealed. VFR is an important segment for Tourism Australia and over the years Australia has recorded a 55 per cent repeat visitation rate from VFR segment. “This is partly because the number of India-born Australian citizens has doubled over past five years, which helps build the segment,” he informed. As of YE September 2016, business travel contributes to 8 per cent of the total annual arrivals from India.
Despite this phenomenal growth from India, Tourism Australia is still scouting to welcome more Indian visitors. “We will continue to build Australia’s aspiration through an integrated media campaign across television, print, and digital mediums. These will be executed in collaboration with our key distribution partners such as D Pauls, Flightshop, Kulin Kumar Holidays, Makemytrip.com, Mercury Travels, SOTC, TUI, and Veena World,” he informed.
The growth from India market is well supported by easier visa regime. “The Department of Immigration and Border Protection has rolled out the electronic or online lodgement of subclass 600 visa applications, both visitor and business streams, an initiative that has been executed with 105 Preferred Agents across India. “Further facilitating the visa process, The Australian High Commission in India has announced that Indian visa applicants can now avail Priority Consideration Service (Fast Track) in India for an additional fee. The department has also introduced a pilot of the three year multiple entry visa scheme for Indian travellers. These initiatives will certainly help us to facilitate access and drive visitation into Australia during 2017,” he added.
Replying to a question over appointing Brand Ambassador for India market, Kashikar said that Tourism Australia already has a well-established ‘Friends of Australia’ programme. “This particular programme comprises of well-known and reputed Indians such as Chef Sanjeev Kapoor and noted cricket commentator, Harsha Bhogle, who are willing to harness their national profile and pose as advocates to help promote Australia amongst potential Indian travellers.”
This year Tourism Australia has achieved yet another milestone. The destinations b2b training programme, ‘Aussie Specialist Programme’ has witnessed 6000 agents registered across India. In 2015, the programme was revamped and the new platform was launched in October 2015. “The new platform now features extensive interactive training modules, itinerary suggestions, factsheets, latest news, destination FAQs, newsletters, and an interactive map. The Program currently has over 6,000 agents registered across India. In addition to the website, we have a team of Aussie Specialist trainers who conduct sessions in key markets for frontline travel sellers.”
He further opined that the travel trade fraternity continue to be the key pillars in encouraging Indian travellers to take their next trip to Australia. “Through trainings, the Aussie Specialist Program and trade events such as the India Travel Mission, Australian Tourism Exchange and Dreamtime, Tourism Australia will continue to launch new products, experiences and destinations and offer quality experiences to our target audience. We will continue to engage in cooperative campaigns with our key distribution partners,” he said.
