Tourism Australia plans to tap Indian market

MELBOURNE: With Indian travellers to Australia rising to nearly eight per cent in last financial year, Tourism Australia has decided to use a new research to enhance its 10-year marketing plan to tap the market estimated to be worth up to 2.3 billion dollar by the end of the decade.


Indian travellers to Australia rose to nearly 8 per cent last year, contributing Australian dollar 804 million to the its economy, the agency said.

According to Tourism Australia managing director Andrew McEvoy, the latest research would provide some really valuable learnings into the Indian consumer, their purchasing intentions and desire for experiencing travel.

"India is already Australia's tenth largest source market and has the potential to grow strongly in coming years if we get the marketing, product, distribution and aviation access right," he said.

McEvoy said insights from the research would support Australian efforts to lure travellers from India where leisure spending has increased by more than 25 per cent since the launch of Tourism Australia's India 2020 Strategic Plan a year ago.

"India is one of the world's fastest growing outbound travel markets, with the World Tourism Organisation predicting 50 million outbound travellers by 2020," McEvoy said.

He said the findings would inform the agency's own marketing efforts in India.

The research was based on a targeted sample of 2,054 Indian leisure travellers and included interviews with travel sellers in India.