Tourism Australia recently unveiled a new strategy aimed at tapping into the future tourism potential of India at the Australia Tourism Exchange (ATE), currently being held in Perth. The India 2020 Strategic Plan, developed by Tourism Australia in consultation with industry and government stakeholders, is seeking to secure a greater share of the 50 million Indians expected to travel overseas by 2020.
The plan, unveiled by Martin Ferguson AM MP,
Minister for Tourism, Government of Australia, identifies the main opportunities and sets out the approach required to build Australia’s appeal and to win future market share. The major cities of Delhi and Mumbai and middle class travellers within them will be Tourism Australia's primary consumer marketing and distribution targets to sustainably grow Indian visitation to Australia. Andrew McEvoy, Managing Director, Tourism Australia, said the India 2020 Strategic Plan followed the successful roll out last year of a China 2020 Strategy, but taking a much different approach. McEvoy said the plan would harness new research and increased resources, including a doubling of marketing spend by Tourism Australia in India in FY 2013 and adopt a targeted approach. "India is a market of strong future potential for Australian tourism, given this nation's rapid rise through this Asian Century," McEvoy said. "Tourism Australia understands both the potential and location of the desired, future Indian visitor to Australia, yet we also acknowledge this is a unique and complex market that is becoming increasingly competitive and which needs a clear, strategic approach to build a platform for any substantive future success by our industry,” he added.
Click here to see the original article>Minister for Tourism, Government of Australia, identifies the main opportunities and sets out the approach required to build Australia’s appeal and to win future market share. The major cities of Delhi and Mumbai and middle class travellers within them will be Tourism Australia's primary consumer marketing and distribution targets to sustainably grow Indian visitation to Australia. Andrew McEvoy, Managing Director, Tourism Australia, said the India 2020 Strategic Plan followed the successful roll out last year of a China 2020 Strategy, but taking a much different approach. McEvoy said the plan would harness new research and increased resources, including a doubling of marketing spend by Tourism Australia in India in FY 2013 and adopt a targeted approach. "India is a market of strong future potential for Australian tourism, given this nation's rapid rise through this Asian Century," McEvoy said. "Tourism Australia understands both the potential and location of the desired, future Indian visitor to Australia, yet we also acknowledge this is a unique and complex market that is becoming increasingly competitive and which needs a clear, strategic approach to build a platform for any substantive future success by our industry,” he added.