Chennai: Tourists arrivals from India to Australia increased by 19.6 per cent for the year ended June 2018 with an influx of 3,35,100 visitors, compared to the same period last year, thus making India the 8th largest inbound market for Australia.
India is currently Australia’s fastest growing market for arrivals and spend, achieving a fourth consecutive year of double-digit growth. Though there is high awareness, aspiration and intention to visit Australia, potential travellers perceive Australia to be one-dimensional in terms of tourism experiences. In an effort to sustain growth in arrivals and yield, and make Australia more desirable, Tourism Australia launched a new bespoke tourism promotion campaign in India and South East Asia - There’s Nothing Like Australia campaign, UnDiscover Australia, specifically targeting the high value travellers in India, Singapore, Indonesia and Malaysia. The campaign seeks to entice Indian travellers by providing multidimensional understanding of Australia’s high-quality experiences, showcasing the journey of renowned Bollywood actor and Friend of Australia, Parineeti Chopra. The campaign plays on some of the prevalent mis-conceptions about Australia highlighted by research carried out in the region, showing that there is much more to Australia than the typical stereotypes of beaches, cute and furry animals and popular icons.
The UnDiscover Australia campaign, to be executed in two phases in India - September to November and January to April - challenges perceptions and stereotypes of what Australia offers as a tourism destination by showcasing unusual, unfamiliar and unexpected attractions and experiences. The campaign page can be viewed at Australia.com/undiscover. Says Nishant Kashikar, Country Manager, India & Gulf, Tourism Australia, “this campaign will shine a spotlight on some of our undiscovered holiday gems, showing there’s much more to an Australian holiday for Indians besides experiencing our well-known icons.”
