Tourism Australia Targets India with New Campaign

Indian nationals living in Australia and those who have visited the country will star in a new advocacy campaign that aims to make Australia the holiday destination of choice amongst Indian travellers.

An Indian restaurant owner living in Sydney and a married Indian couple who travelled to Australia for their honeymoon will share their own personal views of Australia in a series of television, print and online adverts which launches this week across India.

 “India is the world’s tenth largest economy and has the second largest population in the world. It’s also the largest English speaking country in the world, all of which make it a very important market for us and one we’re very keen to see grow using campaigns such as this,” said Tourism Australia Managing Director, Andrew McEvoy. “Word of mouth can be very powerful in when it comes to making holiday decisions and advocacy is a key component in our strategy to market Australia overseas as a preferred holiday destination. This particular campaign aims to demonstrate Australia’s warmth and friendliness through the eyes of Indians who have settled here or visited on holiday.”

Commenting on the new campaign, Australia's High Commissioner to India, Peter Varghese said, “This campaign showcases the excellent tourism opportunities that await Indian travellers in Australia. We wanted people to hear about Australia directly from recent visitors, and from people who have chosen to build their lives in Australia. These authentic Indian voices speak about the many exciting experiences that await you in Australia.”

India is currently ranked 11th in terms of international visitor arrivals to Australia. During 2010 a total of 138,700 Indian travellers visited Australia, an increase of 11% compared to the previous year. For the month of December 2010, there was a 17% increase on December 2009 figures, with 14,700 Indian visitor arrivals.

Tourism Australia has identified India in its recently released 2020 Tourism Industry Potential report as one of the key markets which will help drive the future growth of the Australian tourism industry. It is anticipated that the country will generate between $1.1 billion and $1.5 billion of incremental growth in overnight expenditure by 2020.

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