Australia wants to tap Indian travel market

MELBOURNE, Australia - With Indian travelers to Australia rising to nearly eight percent in last financial year, Tourism Australia has decided to use a new research to enhance its 10-year marketing pl

Australia wants to tap Indian travel market

MELBOURNE, Australia – With Indian travelers to Australia rising to nearly eight percent 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 dollars by the end of the decade.

Number of Indian travelers to Australia rose to nearly 8 per cent last year, contributing 804 million dollars to Australian economy, the agency said.

According to Tourism Australia managing director Andrew McEvoy, the latest research would provide some really valuable learnings into the Indian consumers, 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 travelers from India where leisure spending has increased by more than 25 percent 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 travelers 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 travelers and included interviews with travel sellers in India.

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