With the significant increase in tourist numbers from India to Australia, The South Australian Tourism Commission (SATC) has identified India as a key growth market. According to the recent International Visitor Survey Report March 2016, the number of Indian visitors to South Australia reached 10,000, with record spends of $18 million in the state. The increasing interest from Indian visitors can be largely attributed to the continuous efforts by the SATC to promote the state. The 2015 India-Pakistan World Cup match hosted at the Adelaide Oval drove considerable awareness for the state and the SATC is looking to leverage the momentum built.
Dana Urmonas, Regional Director, Southeast Asia & India, SATC sees significant growth opportunities in India. “India is one of the world’s fastest growing outbound travel markets in the world and we at the SATC recognize the huge potential this market holds for us. The way Indians are now travelling and spending is changing significantly; they are looking for unique, memorable experiences. With wildlife experiences, pristine beaches, unspoilt nature and fantastic food and wine, travellers can get close to the real Australia in South Australia.”
Among the Indian travellers, the SATC is targeting affluent, global travellers in the age group of 25-55. The core target segments include leisure travellers, group travellers, honeymooners and families. To attract these travellers, SATC has been promoting 3 key destinations – Adelaide, Kangaroo Island and Barossa.
With the announcement of the 3 years multiple entry visa for Indians, the number of Indian visitors to Australia is expected to go up significantly. In order to capitalize on this, SATC will be working closely with trade partners like Thomas Cook, Ottila, Flight Shop and Mercury Travels to include Adelaide as a part of their itinerary. The SATC has committed to spend AUD 1 million during 2016-2017 towards marketing initiatives in India primarily to collaborate with travel agents, airlines and consumer branding programs.
