Mumbai: ‘UnDiscover Australia’, the first co-ordinated effort across South and South East Asian markets targeting the growing pool of high-value travellers across India, Malaysia, Singapore and Indonesia was launched by Simon Birmingham, Minister for Trade, Tourism and Investment, on September 1.
A$10-million ‘UnDiscover Australia’ campaign targets high value travellers; challenges popular perceptions and debunks myths
“The iconic Uluru-Kata Tjuta National Park is great for sunset or a selfie, but what about the immersive Field of Light installation you can wander through after dark? Yes, you can watch a game of cricket at the magnificent Adelaide Oval, but are people aware that they can also do an amazing rooftop climb offering a 360 degree view of the city?,” asks Nishant Kashikar, Country Manager, India & Gulf, Tourism Australia.
Tourism Australia has positioned the latest A$10-million campaign as an evolution of its ‘There’s Nothing like Australia’ campaign which showcases some of the unusual, unfamiliar and unexpected attractions available to those coming into the country on holiday. It is being backed by state and territory tourism organisations nationally, as well as airlines and distribution partners, the ultimate aim being to challenge stereotypes and popular perceptions about Australia, and debunk some of the myths.
For example, Tourism Australia noted 86 per cent Indian, 88 per cent Malaysian, 82 per cent Singaporean and 84 per cent Indonesian consumers think Australia is all about cute, furry animals. It also noted how consumer research showed 81 per cent Indians and 86 per cent Singaporeans think that the country is just about beaches, while 80 per cent Malaysian consumers and 59 per cent Indonesians don’t consider Australia to be a destination for foodies.
At the annual India Travel Mission organised by Tourism Australia in Jaipur recently, the new campaign was socialised among 100 plus leading agents. Seven curated ‘Signature Experiences’ – Fishing Adventures, Wildlife Journeys, Golf Courses, Winery Experiences, Aboriginal Experiences, Luxury Lodges and Great Walks – were also introduced to the trade to help target high-value visitors. These products are located in the surrounds of Australia’s gateway cities.
India is currently Australia’s fastest growing market for arrivals and spend, achieving a fourth consecutive year of double-digit growth. Showcasing the journey of renowned Bollywood artist, and ‘Friend of Australia’, Parineeti Chopra, the ‘UnDiscover Australia’ campaign will be executed from September to November and January to April, to coincide with the peak travel season during the year-end and Indian summer respectively. The campaign will also be amplified during the Indian cricket team’s tour of Australia starting November.
“There is no dearth of demand in India; the Australian Dollar has remained stable while other major currencies have been volatile; and the Australian visa is electronic which Indians can secure in 15 days without personal appearance, biometric or submission of passport,” he says.
Tourism Australia’s ‘India 2020 Strategic Plan’ launched in June 2012 at Australian Tourism Exchange had three key goals: achieve 3,00,000 visitors; realise A$1.9 billion in tourist spend and grow market share to be within the top six destinations. “Two out of the three goals were achieved by 2017. Visitor arrivals from India touched the 300,000 mark in December 2017. As of March 2018, spend is up 14 per cent to touch A$1.53 billion and Australia is now ranked the sixth most travelled destination out of India.”
The online Aussie Specialist Program currently has 3850 registered and certified specialists in India, mostly tour operators/travel consultants. “About 1500 frontline staff of travel agencies are also trained every year. The target for next year is 2400,” Kashikar signs off.