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Mr. K.Arya : Regional Director India Tourism

Mr. K.Arya : Regional Director India Tourism. Australasia Region covers. Australia New Zealand Fiji & the Pacific Singapore Malaysia Thailand Indonesia. Brunei Vietnam Cambodia Lao PDR Philippines Myanmar. Primary Market Share Travellers to India. Total : 506,308.

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Mr. K.Arya : Regional Director India Tourism

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  1. Mr. K.Arya : Regional Director India Tourism

  2. Australasia Region covers • Australia • New Zealand • Fiji & the Pacific • Singapore • Malaysia • Thailand • Indonesia • Brunei • Vietnam • Cambodia • Lao PDR • Philippines • Myanmar

  3. Primary Market Share Travellers to India Total : 506,308 Source: Department of Tourism India

  4. Share of Australasia Region out of total arrivals in India Australasian Snapshot Media & Creative Strategy Iconic Introduction Emotive Evolution Source: Department of Tourism India

  5. Growth from Australia / NZ Tourist arrivals from Aus / NZ have doubled in last 3 years Australasian Snapshot Media & Creative Strategy Iconic Introduction Emotive Evolution Source: Department of Tourism India

  6. Comparative Visa Figures from Australia Australasian Snapshot Media & Creative Strategy Iconic Introduction Emotive Evolution Source: VFS

  7. Outbound Travel:Australian Marketplace dynamics • Love to travel • Over 6 million Australians travel overseas each year • Average holiday stay of 4 weeks • Above average disposable incomes • Sports and adventure lovers • Over 300,000 Australians and 75,000 New Zealanders plan to holiday in India over the next two years* *Source: Ray Morgan Research

  8. Socio-economic Composition of Key Travellers from Australia to India Australians planning to go to India for at least 1 night (next trip) Australasian Snapshot Media & Creative Strategy Iconic Introduction Emotive Evolution Total: 132,000 Source: Morgan Readership Survey, 12 months ending March 2009

  9. Socio-economic Composition of Key Travellers from Australia to India Australians who would like to holiday in India in next two years (3+ nights) Australasian Snapshot Media & Creative Strategy Iconic Introduction Emotive Evolution Total: 303,000 Source: Morgan Readership Survey, 12 months ending March 2009

  10. Socio-economic Composition of Key Travellers from Australia to India Australians that have been on a long trip in the last 12 months Australasian Snapshot Media & Creative Strategy Iconic Introduction Emotive Evolution Total: 10,162,000 Source: Morgan Readership Survey, 12 months ending March 2009

  11. Socio-economic Composition of Key Travellers from Australia to India Australians planning a long trip in the next 12 months or less Australasian Snapshot Media & Creative Strategy Iconic Introduction Emotive Evolution Total: 8,741,000 Source: Morgan Readership Survey, 12 months ending March 2009

  12. Large Continent – 7.7 million sq. kms • Population 22 million (160,000 India born) • Per Capita income USD 38,100 • Literacy rate 99 % • Ethnic Groups • Europeans 95.0 % • Asian 3.5 % • Aborigine 1.5 % • Christians form 83 % of the population • Urban population 85 %

  13. Population: 4.4 million • Ethnic Groups • European Origin 65.0% • Maori 14.0% • Samoan & others 1.0% • Economic Profile • GDP $112.4 billion • Per Capita income US$ 27,900

  14. Fiji • 43.6 % Indian ethnic origin • Common Culture & Language • Improvement in Political & Economic environment • Long standing ties with India • Congenial diplomatic environment • Potential for general and pilgrimage tourism • Literacy 91.6%

  15. Demand Supply • Knowledgeable travelling market • Experiential journey seekers • Sports tourism market • Australian market high annual leave stock pile (123 million days) equates to $31 billion • Targeted television advertising • Outdoor premium advertising • Mass circulation - press, PR and advertising campaign • Consumer magazine - press, PR and advertising campaign • Trade publications - press, PR and advertising campaign • Promotions and events

  16. Niche Categories • Adventure • Cuisine • Family • Culture • Eco-tourism • Health • Sports • Lifestyle

  17. Analysis of Niche Culture Cuisine Food Sport Fashion Health Family Value of Spend Eco-tourism Lifestyle Adventure Volume of Tourists

  18. Strategy • Pull • TV & Press advertising • Editorial Support • Co-ordination with Indian Embassies and consulates • Push • - Trade Fairs • Promotions • - Direct Marketing • - Development of new travel operators Value of spend • Thrust • - Expansion of Sales/Marketing network • Tour Packages • Visit India 2009 • Expanded Famil programs including TV crews • Mice Agents Volume of spend

  19. Creative Strategies Sophisticated Comprehensive view of “Total India” “Thread” emotional link Tailored for media platforms

  20. Monorail Creative Complimenting the journey theme, Monorail advertising provides unique exposure through the streets of Sydney and across Darling Harbour (a precinct attracting more than 28 million annual visitors alone).

  21. Sports Niche Target using 2009 Ashes Connecting through the common sporting interest, with the Ashes Cricket Series.

  22. Food & Cuisine Target using MasterChef, #1 TV program in Australia for 2009 - 4 million viewers The finale of MasterChef Australia made Australian TV ratings history, pulling in a record-breaking average of 3.74 million viewers. Viewing peaked at 4.11 million viewers, making it the highest-rating program since OzTAM ratings began in 2001.

  23. Creative Execution Editorial Support

  24. Press Creative Through a mix of editorial, advertising and cover executions.

  25. Consumer Magazine Creative Targeted approach through specific titles, such as American Express Platinum and Centurion, to reach high-end market (earning $500,000 - $1,000,000 pa).

  26. Specialised Consumer Magazine Tailored to lifestyle/well-being market, titles such as Donna Hay, present ideal targeted opportunities.

  27. Trade Publications Creative Powerful marketing channels to the Australian travel industry, these publications determine how travel packages are sold..

  28. Targeting NRI’s and PIO’s Newspaper advertisements • Indus Age • Indian Link • Indian Downunder • Indian Voice

  29. Targeting NRI’s and PIO’s Promotional Activities • Joint promotion with Indian Dance Centre • Joint promotion with Charinda – Sonu Nigam Function • Joint promotion with Fine Arts & Cultural Themes – S.P. Balasbrahmanyam Function

  30. Targeting NRI’s and PIO’s Promotional Activities • Diwali Mela in Auckland and Wellington • Diwali Celebration in Sydney • Deepavali Festival in Parliament House, Sydney • Joint promotion with AIBC • Celebration of Rebulic Day with United India Association, Sydney • Support for International Ayrveda & Yoga Conference, Sydney

  31. Trade • Trade Publications • Travel Shows • Trade Marts • Seminars / Talks / Film Shows • AFTA Training Program • Joint promotions TO / TA / Airlines • India festivals • Website

  32. Current News

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