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Selling Down Under

Australia is set to lure Indian tourists with a slew of initiatives

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Yusuf Begg New Delhi
Foreign tourism boards are out to woo Indian visitors in a big way. Besides the usual US, western Europe, and Thailand-Singapore circuits, Indians are flying further to exotic destinations in the Bahamas, New Zealand and Australia.
 
"We promote Australia through a diverse range of innovative consumer and trade activities, including joint industry promotions, media and publicity programmes, mailers and special trade related roadshows. We strategise to penetrate the relevant target audience and gain mind recall in a market that sees much activity from other tourism boards," informs Brian Boote, business development manager, eastern hemisphere (Asia and Japan), Australian Tourism Commission.
 
Boote has his work cut out for him, especially in India. Industry sources say that an estimated 6 million Indians will travel abroad this year. And foreign tourism boards are all set to promote their countries.
 
Singapore has set up a council in India to market tourism and Spain plans to have one soon. For Australia, the marketing spend is primarily through the proficient use of public relations.
 
Figures available from the Australian Tourism Council (ATC) reveal that 45,022 Indians visited Australia in 2002 and in 2003 (a bad year for tourism because of the SARS scare and Iraq war) was 45,600 "" a mere 1 per cent rise.
 
But with the global economy on an upswing, ATC officials are upbeat that their country will continue to enjoy strong growth in holidaymakers from India in the current year.
 
The Australian Tourism Forecasting Council expects 50,400 visitors from India "" an increase of 13.7 per cent.
 
"Our strategy is to emphasise media outreach programmes," says Boote. And this includes celebrity endorsements, organising trips for media persons, advertorials in upmarket publications, travelogues and product placements in television serials.
 
According to Boote the important thing is to establish a network of committed travel professionals who would push Australia as a travel destination.
 
The ATC has started an online travel agent training programme under the "Aussie Specialist Program".
 
Over the last couple of years, the programme has roped in 168 agents and 52 agencies in 13 major cities across India.
 
To add glamour to Australia's tourism blitz, last month former cricket captain Steve Waugh was appointed Australian tourist ambassador to India.
 
Sports is one of the many focus areas for tourism officials. They expect the flow of visitors from India to increase during the 2006 Commonwealth Games to be held in Melbourne.
 
ATC has positioned Australia as a "special reward holiday" that offers a range of options starting from a cosmopolitan urban culture to a sporty destination of scuba diving, surfing and trekking.
 
"There's something mesmerising about Australia; a country blessed with clear blue skies, ultrmarine water, miles of golden beaches. It's a truly a traveller's dream holiday destination," exults Boote.
 
A recent trend is to slot Australia as a lifestyle destination. Both Melbourne and Sydney are full of wine bars and speciality restaurants.
 
These range from the ubiquitous fish and chips joints to seafood, Italian, Greek and Indian restaurants. And to slake parched throats there's wine.
 
There has been a gradual shift away from beer to the finer spirits. Industry estimates suggest that there 1,700-plus wineries in Australia.
 
(Susan Caudry, global brand development manager, Domaine Chandon, says their brand will hit the Indian market by April this year.)
 
Most travel agencies in major Australian cities organise winery trips. Canberra, Sydney and Melbourne are hotbeds of cultural activities ranging from theatre, classical music concerts to jazz performances and film festivals.
 
The recent decision of Qantas to resume flights to India is likely to add fillip to the tourism sector. Qantas had suspended its flights to India in March, 2002.
 
John Borghetti, executive general manager, Qantas Airlines, says there will be non-stop services between Mumbai and Sydney thrice a week, beginning from September.
 
(The writer was in Australia recently on the invitation of the Australian Tourism Commission)

 
 

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First Published: Mar 03 2004 | 12:00 AM IST

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