Australia Marketplace India witnesses record participation
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The highest attendance at the trade event reiterates demand for Australia amongst Indian travelers
July 2023, Bengaluru: Tourism Australia has held the 18th edition of its flagship trade initiative, Australia Marketplace India (AMI), in Bengaluru from 23 to 25 July. The return of this key B2B event, for the first time since 2019, aims to assist representatives from the Australian tourism industry to develop and establish business relationships with key qualified travel agencies and tour operators from India. At the three-day event, 86 Australian tourism businesses displayed their products and services to a record 94 Indian travel agents, demonstrating the country's rising appeal as a holiday destination for Indian tourists.
AMI has been a pivotal platform in connecting India’s top travel agents with Australian tourism industry stakeholders and delegates to promote Australian holidays with the country’s latest and diverse offerings and experiences. This year's participating Australian tourism representatives and distributors included a diverse set of businesses, including lodging and tour operators, attractions, experiences, cultural institutions, along with state and local tourism organizations. Compared to AMI 2019, this year’s event saw a 20% increase in seller delegates, who support Tourism Australia’s commitment to growing tourism demand from India to enable a competitive and sustainable tourism industry by exploring destinations through new experiences and products. The Indian travel buyers have been represented by 94 companies from across 8 Indian cities – Mumbai, Delhi NCR, Bengaluru, Hyderabad, Chennai, Pune, Ahmedabad, and Kolkata.
Commenting on the event, Mr. Andrew Hogg, Executive General Manager – Eastern Markets and Aviation, Tourism Australia, said, “India has been Australia’s fastest growing source market and continues to be one of Australia's most valuable and promising tourism markets now and into the future. Australia Marketplace India is our prime platform, bringing together some of Australia’s leading industry experts and tourism delegates to showcase Australia’s world-class appeal to India’s trade stakeholders; to drive future growth in visitation and tourist spend from India. We continue to receive outstanding support from our Indian travel partners, who are some of our biggest advocates in making Australia a preferred holiday destination for India’s High Yield Travellers.”
Mr. Nishant Kashikar, Country Manager – India & Gulf, Tourism Australia, shared, “India has improved its ranks among Australia’s source markets, and reached a milestone of emerging as the first market to recover to pre-Covid levels, with several marketing, public relations, distribution, and partnership initiatives aimed at enhancing Australia’s attractiveness and consideration. Our Key Distribution Partners, Aussie Specialists and Business Event agents have been vital in inviting Indians to Australia. We seek to maintain our current trajectory and unlock India’s potential growth towards the next decade of travel.”
The demand for travel to Australia has been stimulated by Tourism Australia’s direct-to-consumer communication with the launch of the global Come and Say G’day campaign aimed at building consideration amongst High Yield Travellers (HYTs) through integrated media campaigns and a robust Public Relations and Advocacy program as well as through partnerships with Key Distribution Partners (KDPs) and airline partners to drive conversions through tactical co-op campaigns. Demand has also been encouraged by the tripling of direct aviation capacity between India and Australia and the ease of obtaining a visa - which is a completely digitized process, that does not require in-person attendance for lodgements, biometrics, or an interview.
Tourism Australia’s distribution strategy in India includes dedicated trade engagement initiatives and a range of online resources such as the Aussie Specialist Program (ASP), Trade Resource Hub and Australia 365 On Demand. As on date, Tourism Australia has over 4,650 Qualified Aussie Specialists across India, who promote and sell Australian holidays. The ASP agents receive special access to a resourceful online toolkit to sell Australian holidays and a chance to participate in innovative training programs and remain updated on the destination through informative newsletters. Tourism Australia has also introduced a second tier to its Aussie Specialist program in India with the introduction of the Premier Aussie Specialist Program. Up to 40 agents in India have been awarded the Premium Aussie Specialist title and are known to sell bespoke experiences across Australia. In addition, there are opportunities for select frontline staff and product teams to gain a first-hand experience of Australia through global trade events like the Australian Tourism Exchange and G’day Australia.
India ranked as Australia's fourth-largest inbound tourism market for arrivals for the year ended May 2023. According to the Australian Bureau of Statistics (ABS), visitor arrivals data for the year ended (YE) May 2023 confirms Australia welcomed around 375,500 visitors from India, surpassing the pre-Covid levels. Spending by Indian visitors for YE March 2023 was A$ 1.97 Bn (+16% over YE March 2019), exceeding pre-Covid levels.
