Asked how Australia would compete with other popular

destinations like US and Europe, McEvoy said: "From a business events perspective, Australia not only provides world class convention and conference facilities in a pristine modern urban environment, but it also works very hard to prepare customised programs for Indian groups." "Such customisation can include offering Indian cuisine (including vegetarian options), complimentary service and high-end experiences, attractive night-life options, value added experiences including room upgrades and hotel poterage and money can�t buy experiences such as interaction with local celebrities such as Australian cricket personalities," he cited. McEvoy opined that word of mouth advocacy was all powerful in destination marketing. "Tourism Australia works closely with well known identities and celebrities to share their stories and passion for Australia with others. It also underpins our global marketing campaign � There�s nothing like Australia � and brings it to life with rich and compelling testimonies of why people should travel to and through Australia," he said adding that The approach was very effective in reaching potential travellers and inspiring them to take action to experience Australia first hand. Tourism makes up 5.6 per cent of Australia's Gross Domestic Product (GDP), which equals that of the mining industry�another super-profit sphere, responsible for the greatest coal exports in the world. Some 874,400 people are employed in the tourism sphere, making up almost 8 per cent of the total employment in Australia.