TOURISM Australia is taking the next few months to map out a 10-year strategic plan targeting the Indian market, which will focus on a number of topics including branding and distribution.
Speaking to TTG Asia e-Daily at PATA Travel Mart last week, Tourism Australia managing director, Andrew McEvoy, said the structure of the 10-year India plan would follow that of the board’s China 2020 Strategic Plan, which was launched in June 2010.
“We have been told that we are not active enough in our marketing in India, and that’s true, so branding is one of the key things the 10-year plan will look at,” McEvoy said.
“We will also increase our number of Aussie Specialist Agents in India. This year we had 2,500 agents in India signing up for the programme, but only 650 were qualified.”
McEvoy pointed out that India held great potential as a source market, with a 200 per cent growth in arrivals projected by 2020. India is expected to generate over 300,000 visitors and A$2.4 billion (US$2.5 billion) in tourism earnings for Australia within 10 years.
“India has shown strong growth despite limited direct services,” McEvoy said. “All flights from India to Australia are serviced through other ports such as Singapore and Kuala Lumpur, but Australian airports are very competitive and are keen to see new tails into our country.”
Currently, Qantas is the only carrier flying direct services from Mumbai to Brisbane, via Singapore.
