Out­bound to Aus­tralia: Un­fazed by ` slide

For the first three months of 2013, there has been a 24 per cent in­crease in leisure ar­rivals from In­dia. Pre­vi­ously, the vis­i­tor ar­rivals to Aus­tralia from In­dia grew by 7.5 per cent in 2012, reach­ing 159,400 for the year.

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In­di­ans

have be­come so much in­clined to spend on an over­seas ex­pe­ri­ence that Nis­hant Kashikar, Coun­try Man­ager In­dia, Tourism Aus­tralia be­lieves that even the de­pre­ci­a­tion in value of In­dian ru­pee will not be a de­ter­rent to growth of out­bound from In­dia to Aus­tralia.

“De­pre­ci­a­tion of the ru­pee could have a short­term sen­ti­men­tal ef­fect on the out­look of In­dian trav­ellers, how­ever, leisure travel has be­come an es­sen­tial part of the ur­ban In­dian life­style and the de­mand for travel is likely to con­tinue grow­ing,” said Kashikar.

“We con­tinue to see a strong de­mand for hol­i­days to Aus­tralia from In­dia.

For the first three months of 2013, there has been a 24 per cent in­crease in leisure ar­rivals from In­dia,” he added.

Ac­cord­ing to him, the cur­rency fluc­tu­a­tions are an ex­pected fea­ture in busi­ness, and can re­sult in mar­ginal changes in op­er­a­tional bud­gets. In fact, Tourism Aus­tralia had dou­bled its mar­ket­ing spend dur­ing the first year of the In­dia 2020 Strate­gic plan, launched by Martin Fer­gu­son, Min­is­ter for Tourism at the Aus­tralian Tourism Ex­change in Perth dur­ing June 2012.

“As part of our ac­tiv­i­ties to­wards achiev­ing the 2020 plan, we will con­tinue to build on our cur­rent global brand cam­paign; There’s noth­ing like Aus­tralia with a fo­cus on show­cas­ing ‘Best of Aus­tralia’ des­ti­na­tions and ex­pe­ri­ences through our con­sumer fo­cussed ac­tiv­i­ties. As part of our pro­mo­tion ac­tiv­i­ties, we will be look­ing at in­te­grated cam­paign ac­tiv­i­ties with pres- ence across tra­di­tional and new me­dia plat­forms. We will con­tinue with con­sumer en­gage­ment ac­tiv­i­ties like the re­cently ini­ti­ated the ‘Who deserves a break in Oz’ con­test, in as­so­ci­a­tion with LinkedIn, world’s largest pro­fes­sional so­cial me­dia net­work,” said Kashikar.

“Our ef­forts will also be di­rected to­wards fos­ter­ing avi­a­tion part­ner­ships, where air­lines will be en­cour­aged to ad­ver­tise their tac­ti­cal fares to Aus­tralia and we will also have co­op­er­a­tive cam­paigns with our key dis­tri­bu­tion part­ners and on­line travel agen­cies. Tourism Aus­tralia has worked with in­dus­try and its State and Ter­ri­tory Tourism Or­gan­i­sa­tions (STOs) to in­tro­duce new prod­ucts into the In­dia mar­ket, in­clud­ing self-drive and lux­ury ex­pe­ri­ences, as well as new des­ti­na­tions such as Tas­ma­nia, South Aus­tralia and Uluru,” he added.

Nis­hant Kashikar Coun­try Man­ager In­dia Tourism Aus­tralia

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