Record splurge
by Indians on travel Down Under
Indian visitor
expenditure in Australia crosses the AUD 1 billion mark
Indian travelers to Australia have demonstrated that spending on quality
travel experiences is no constraint. As India moved up the rankings to be the eighth
largest source market for inbound arrivals into Australia, spends by Indian travelers’
in Australia has reached an all-time high.
For the year ending June 2015, visitor expenditure out of India crossed AUD
1 billion mark registering a record growth of 39%. India has also improved its
ranking to become the 10th largest market for spend into Australia.
For the quarter ending June 2015, India recorded visitor expenditure growth of
40%.
Mr. Nishant Kashikar, Country Manager, India & Gulf,
Tourism Australia, said, “The last fiscal (July-June) has been the best year for us with the highest
ever growth in arrivals and spends. We see a shift in visitor profile from
India, with a growing share of holiday visitation out of the overall leisure
segment. Rising destination awareness and an increased aspiration to visit
Australia have facilitated a surge in arrivals and spend by Indian travelers. Our
core objective for the current year is to strengthen our ties with key
distribution and airline partners to sustain the growth of tourist arrivals and
spend from India.”
Tourism Australia recently launched a tactical driven media campaign
in association with its key distribution and airline partners in the primary
markets of Mumbai, Delhi and Bangalore through the successful and established
platform of ‘There’s Nothing like Australia’.
The campaign aims at enticing
travel to Australia through attractive offers by travel partners including Kesari
Tours, Vacations Exotica, MakeMyTrip.com, Yatra.com and TUI.
With the campaign
featuring travel packages starting at Rs 119,000, a high proportion of Indian
travellers are expected to be Australia bound for the year-end holiday season. Tourism
Australia has also collaborated with India’s national carrier, Air India,
giving flyers a chance to travel to Australia at exciting fares starting from
Rs 58,000 onwards.
The offer lasts until 30th September 2015 and is valid for
travel till 31st October 2015, subject to applicable terms and conditions.
Australia
has witnessed a continued growth trajectory in tourist arrivals from India. For
the year ended June 2015, 220,000 Indian travellers visited Australia which is
an increase of 19% for the same period the previous year. For the six months to
June, Australia received 122,900 visitors from India, a 24% increase relative
to the same period of the previous year. For the year ended June 2015, the
average expenditure for Indian tourists in Australia was AUD 4,750.
Awards
and accolades have been pouring in for Tourism Australia this year. The
innovative brand campaign, ‘Restaurant Australia’ was awarded in the category
of Brand Excellence in Services, Hospitality and Travel & Tourism sector at
the recent 6th CMO Asia Awards in Singapore.
The tourism board also bagged a
Certificate of Merit for promoting the Best of Australia experiences during the
ICC World Cup 2015 through its ‘Straight Drive to the WONDERS DOWN UNDER’
campaign. The Inspiring Million Aussie Holidays campaign was awarded for the
Best Use of LinkedIn and Best Use of Social Media Marketing.
Travel
magazine CondeNast recently ranked Sydney as the friendliest city in the world
for tourists. The annual Economist Intelligence Unit’s (EIU) Global Liveability
Index for 2015 has named Melbourne, Australia as the world’s most liveable city
for the fifth consecutive year.
Sources:
·
International Visitor Survey, Tourism Research Australia
·
Overseas Arrivals and Departures, ABS (Cat. No. 3401.0)
·
Tourism Research Australia
About
Tourism Australia
Tourism Australia is the
Australian Government agency responsible for promoting Australia to the world
as a destination for business and leisure travel.
Tourism Australia’s purpose
is to increase the economic benefits to Australia of tourism, supporting the
industry’s Tourism 2020 strategy, which aims to grow the overnight annual
expenditure generated by tourism to over A$ 115 billion by 2020.
The organisation is active in
around 30 key markets, where it aims to grow demand for the destination’s
tourism experiences by promoting the unique attributes which will entice people
to visit.
Tourism Australia’s activities
include advertising, public relations and media programs, trade shows and
programs for the tourism industry, consumer promotions, online communications
and consumer research.
For
more information visit www.tourism.australia.com
| www.facebook.com/seeaustralia
For further information, please contact:
Madhu Pai
PR Manager, India
+91-22-66280202
Krishna Moorthy – 9442191717
Avian Media, Chennai
