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 The government in Australia has assured the local and state government bodies regarding capturing and coping with future emerging international tourism markets, offering its commitment to develop the relationship between the three tiers of government in order to adequately handle a predicted influx of tourists from China and India during the next few decades.
The National Tourism Emerging Markets Strategy (NTEMS) group assessed the long-term demand from China and Indian markets, and made recommendations on how best to manage visitors from these regions.
As per the information available, the adopted recommendations focused predominantly on branding, an awareness of travel trends, and a need for more in-depth market research to increase understanding of potential visitor demand from these emerging giants.
As part of the recommendations Australia will soon open its first tourism office in India to seize on opportunities on offer from this key market.
On its part, Tourism Australia shared that in 2005-06 visitors to Australia from India grew by 33 percent to 78,900 compared with 2004-05. The Indian market is expected to reach 550,000 tourists by 2025, with a value of more $2 billion.
Tourism Australia chairman Tim Fischer said the office opening follows strong tourism marketing activity and trade representation already taking place in the market. A dedicated office will ensure that continuing marketing efforts will capture a larger segment of Indian consumers.
“The new office will allow Tourism Australia to build on existing marketing and PR activities, and will support the roll out of the ‘So Where the Bloody Hell Are You?' campaign, which launched on Indian TV (this week),” said Fischer. “Currently, we are also targeting the growing honeymoon market using Shaadi.com, India's most successful matrimonial service. The month-long campaign is using banners, newsletters and a interactive micro site to showcase Australia as an ideal honeymoon destination to over seven million registered members.”
Other than India, China is a key market for Australia. The Chinese market is forecast to become Australia's top source of visitors by 2017, with 2.1 million visitors by 2025.
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