Tourism Australia has launched a new strategy to bolster arrivals from India, with business events to form a key component to the campaign.
Launched at ATE12 in Perth earlier this week, the new India 2020 strategic plan aims to realise the potential of the India market, with 50 million Indians expected to travel abroad by the end of the decade.
Building a sustainable aviation market between Australia and India will comprise a large part of the campaign, with business events also to play a key role.
[Tourism Australia will be] working to secure additional business event inspired travel from India,” Tourism Australia managing director Andrew McEvoy said.
McEvoy revealed that twice as much marketing investment has been dedicated to the India market for the 2013 financial year.
“The time is right for Tourism Australia to invest more to both maintain our presence and enable our industry to better leverage a future competitive advantage,” McEvoy said.
Approximately 1.2 billion people representing 17% of the world’s population reside in India. Delhi and Mumbai, home to the affluent middle classes will be the main campaign target.
