India’s festivals are the focus of a new push designed to show Australian travellers and new side to the destination as the start of direct services from Sydney and Melbourne to Delhi edges closer.
The vibrant colour of festivals such as Diwali and Holi were showcased to the Australian trade at a function hosted by the Australia India Travel & Tourism Council (AITTC) in partnership with India Tourism in Sydney last night.
Sandip Hor, AITTC chairman, told Travel Today that confirmation of the August start of Air India’s direct services has stoked interest in the destination.
But he stressed the organisation is seizing the opportunity to show that India is a “land of many attractions” beyond the icons that are already well-known within the industry such as the Taj Mahal.
“Those are one very attractive perspective of India,” he said. “But the hordes of festivals also bring out many aspects of the nation’s diversity and colour.”
Hor referred to Diwali, the festival of light, as an example of a festival that is little known but that has great tourism potential.
“It’s about rebranding India,” he said. “We’re putting old wine in a new bottle.”
Meanwhile, the AITTC’s membership continues to grow since its launch earlier this year with the announcement of a major Indian conference to be held in Sydney in November also helping to create interest.
The Regional Pravasi Bharatiya Divas festival is expected to attract more than 1000 delegates from across Asia Pacific, delivering a significant boost to inbound tourism while also helping to shine a spotlight on India within the Australian marketplace.
