Aus­tralia’s growth story

Brent An­der­son, Re­gional GM—South & South East Asia, Tourism Aus­tralia and Nis­hant Kashikar, Coun­try Man­ager—In­dia & Gulf, Tourism Aus­tralia, dis­cuss the un­prece­dented growth of tourist ar­rivals from In­dia to Aus­tralia.

TravTalk - India - - NTO - Anupriya Bish­noi from Jaipur

The 16th edi­tion of the re­cently-con­cluded Tourism Aus­tralia’s ‘In­dia Travel Mis­sion 2018’ (ITM 2018) in Jaipur, brought to­gether 75 Aus­tralian tourism busi­ness to meet with 87 travel re­tail­ers from In­dia in over 6,500 busi­ness ap­point­ments over three days. The event wit­nessed par­tic­i­pa­tion - pants and 20 buyer com­pa­nies.

Brent An­der­son, Re­gional Gen­eral Man­ager—South & South East Asia, Tourism Aus­tralia seven out of the eight Aus­tralian states and ter­ri­to­ries who have come for this mis­sion. Also, this is the big­gest off­shore event in terms of Aus­tralians who at­tend the show. With 335,000 ar­rivals, In­dia is our num­ber one mar­ket in terms of growth and ar­rivals to Aus­tralia.”

Talk­ing about meet­ing their ob­jec­tives, An­der­son says, “Back in 2012, we de­vel­oped ‘In­dia 2020’ strat­egy. We are proud to say that two of our three goals have al­ready been re­alised and we are quite close to achiev­ing the third one. Ex­ceed­ing the 300,000 ar­rivals al­ready achieved in De­cem­ber 2017; we are now sit­ting at 335,000. In 2018, we are also look­ing at a dou­ble-digit growth. With this growth rate, half a mil­lion In­dian ar­rivals will be achieved by 2020.”

Nis­hant Kashikar, Coun­try Man­ager—In­dia & Gulf, Tourism Aus­tralia, elab­o­rates fur­ther on the re­main­ing goals. He says, “We have not only ex­ceeded our goal in terms of the num­ber of ar­rivals but was also ranked as the top six for out- of- re­gion travel for In­di­ans. Look­ing at the past 10 years, the en­tire out­bound in­dus­try has grown at al­most 8 per cent with Aus­tralia’s ar­rivals alone at 10 per cent growth. The past years have been ex­tremely cru­cial where the in­dus­try is grow­ing at 9 per cent but we are grow­ing at 16 per cent. There is a big gap be­tween the pace at which we are grow­ing and the pace of the in­dus­try. For the first six months, we have been grow­ing at a rate of 22 per cent. Our 6 per cent growth in the first six months can be at­trib­uted to the has­sle- free and seam­less visa ap­pli­ca­tions to Aus­tralia.”

Kashikar men­tioned that the third goal is to achieve a spend of $ 1.9 bil­lion. “With our cur­rent spend of $ 1.53 bil­lion, we aim to achieve this goal by June 2019,” he said.

When­ever In­di­ans visit Aus­tralia, they usu­ally travel to the con­ven­tional des­ti­na­tions. Tourism Aus­tralia en­sured that the trend changes. Kashikar says, “Hav­ing in­creased our fo­cus from a de­mo­graphic to psy­cho­graphic tar­get­ing, we now tar­get a seg­ment called as ‘ high value trav­eller’. This means that a trav­eller is not only trav­el­ling to Aus­tralia but also con­tribut­ing sig­nif­i­cantly to the Aus­tralian econ­omy.

The launch of ‘ Sig­na­ture Ex­pe­ri­ences’ in re­mote lo­ca­tions of­fers a di­verse range of travel op­tions in­clud­ing Aus­tralian Wildlife Col­lec­tion, Great Golf Cour­ses, Great Walks of Aus­tralia, Lux­ury Lodges and the Ul­ti­mate Win­ery Ex­pe­ri­ences. Tourists will not just travel to the key cities but also visit un­ex­plored des­ti­na­tions which in turn will in­crease the length of the stay and add fur­ther to the econ­omy. We aim to grow by 29 per cent.”

Brent An­der­son Re­gional Gen­eral Man­ager—South & South East Asia, Tourism Aus­tralia

Nis­hant Kashikar Coun­try Man­ager—In­dia & Gulf, Tourism Aus­tralia,

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