Tourism Australia, which has witnessed a strong growth from the Indian market and expects a further growth this year owing to the direct Air India flights, is planning a campaign with the airline to woo more Indian footfall. The destination has launched promotions of the sort in the past as well with Malaysia Airlines and Singapore Airlines. India is the 10th largest source market for Australia, and the 11th largest market in terms of spends, increasing its importance for the destination.
This information was provided Samar Chokshi, Business Development Manager, Tourism Australia, at a recent workshop whose focus was to promote lesser known destinations for repeat Indian visitors. The Northern Territory and Tasmania were among the destinations showcased at the workshop.
“Indians spend almost A$5,157 (Rs. 3 lakhs) per person on average during their trip to Australia. Overall, we recorded about 1.95 million nights by India travellers, of which 50 per cent were repeat visitors. These repeat visitors should explore more of the destination. While we cannot send first time visitors to offbeat locations, repeat travellers can definitely enjoy the serenity and luxury offered by destinations such as Tasmania and the Northern Territory, which are perfect for FITs and honeymooners,” said Chokshi.
He further stated that, while accessibility limited the possibilities of selling destinations further than the traditional ones in Australia, increased connectivity to these places and the growing popularity of self drive tours have increased their potential as tourist spots.
