Visitor arrivals from India to Australia have crossed 300k mark as reported by the Australian Bureau of Statistics (ABS) for the year ended December 2017 resulting in an increase of 15.4 percent over the previous year. A concocted focused strategy was adopted by the Australian Tourism in 2012 to maximize the potential of India and to strengthen Australia’s position as a preferred destination by the year 2020. As a part of this strategic plan, an important goal of 300,000 Indian arrivals into Australia by the end of this decade has already been achieved, a milestone has been created by achieving the defined target ahead of three years.
Currently, India is 8th largest and fastest growing inbound travel market for Australia, and has also recorded double-digit growth number for the fourth consecutive year.
The growing intake of Indian visitors is a result of Australia’s Tourism consumer marketing campaign- ‘There’s Nothing like Australia’highlighting some of the finest attractions and experiences of Australia. The campaign still going strong focuses on targeting consumers in a highly competitive and fast-changing tourism environment presenting key pillars of food and wine, aquatic and coastal, and nature and wildlife. An innovative and well planned advertising campaign, increased buzz on digital media, strong advocacy programs, state-of-the art content, pre-emptive partnerships with airlines, and industry first initiative like Airline Market place are the key reasons of raising Australia appeal as the most preferred destination among high value travelers.
Talking about this mind-boggling achievement, NishantKashikar, Country Manager, Tourism Australia India and Gulf said, “We are delighted at having crossed the 300 K mark for arrivals into Australia from India, and are extremely grateful to all our partners and stakeholders for being with us on this journey. Australia is home to some of the world's best tourism experiences and has been growing in appeal as an aspirational destination for Indian travelers." He further added, “There has been a consistent effort at the introduction of new products and experiences from a trade distribution perspective and innovative direct to consumer communication initiatives that have been implemented to build and sustain Australia's preference as a holiday destination. We will continue to intensify our efforts, with an aim to be within the top 5 inbound markets for Australia by 2025”.
Australian department of Immigration and Border protection extended the online lodgment of visitor visa applications for Indian nations in mid-2017, which further boosted tourist arrivals from India.
"There has been a consistent effort at the introduction of new products and experiences from a trade distribution perspective and innovative direct to consumer communication initiatives that have been implemented to build and sustain Australia's preference as a holiday destination. We will continue to intensify our efforts, with an aim to be within the top 5 inbound markets for Australia by 2025," he said.
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