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
Singapore 20%
Malaysia 24%
Thailand 12%
Indonesia 4%
New Zealand 6%
Australia 29%
Others 6%
Total : 506,308
Source: Department of Tourism India
Share of Australasia Region out of total
arrivals in India
Australasian Snapshot
Media & Creative Strategy
Iconic Introduction
Emotive Evolution
Source: Department of Tourism India
Growth from Australia / NZ
Tourist arrivals from Aus / NZ have doubled in last 3 years
180000
175000
Australasian Snapshot
170000
Media & Creative Strategy
165000
Iconic Introduction
160000
Emotive Evolution
155000
2007
2008
Australia & New Zealand
Source: Department of Tourism India
Comparative Visa Figures from Australia
16000
14000
12000
10000
8000
6000
4000
2000
0
Australasian Snapshot
Media & Creative Strategy
2008
Emotive Evolution
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Iconic Introduction
2009
Source: VFS
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
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
10%
16%
41%
Media & Creative
Strategy
AB Quintile
Iconic Introduction
C Quintile
17%
17%
D Quintile
E Quintile
FG Quintile
Emotive Evolution
Total: 132,000
Source: Morgan Readership Survey, 12 months ending March 2009
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
7%
14%
40%
Media & Creative
Strategy
18%
AB Quintile
Iconic Introduction
C Quintile
21%
D Quintile
E Quintile
FG Quintile
Emotive Evolution
Total: 303,000
Source: Morgan Readership Survey, 12 months ending March 2009
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
15%
26%
Media & Creative Strategy
18%
AB Quintile
Iconic 22%
Introduction
C Quintile
19%
D Quintile
E Quintile
FG Quintile
Emotive Evolution
Total: 10,162,000
Source: Morgan Readership Survey, 12 months ending March 2009
Socio-economic Composition of Key
Travellers from Australia to India
Australians planning a long trip in the next 12 months or less
Australasian Snapshot
13%
27%
Media & Creative Strategy
18%
AB Quintile
Iconic Introduction
C Quintile
19%
23%
D Quintile
Emotive Evolution
E Quintile
FG Quintile
Total: 8,741,000
Source: Morgan Readership Survey, 12 months ending March 2009
•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 %
•Population:
4.4 million
Ethnic Groups
•European Origin
•Maori
•Samoan & others
65.0%
14.0%
1.0%
Economic Profile
•GDP
•Per Capita income
$112.4 billion
US$ 27,900
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%
Demand
Supply
• Knowledgeable travelling market
• Targeted television advertising
• Experiential journey seekers
• Outdoor premium advertising
• Sports tourism market
• Mass circulation - press, PR and
• Australian market high annual
advertising campaign
leave stock pile (123 million days)
• Consumer magazine - press, PR and
equates to $31 billion
advertising campaign
• Trade publications - press, PR and
advertising campaign
• Promotions and events
Niche Categories
• Adventure
• Cuisine
• Family
• Culture
• Eco-tourism
• Health
• Sports
• Lifestyle
Analysis of Niche
Food
Culture
Cuisine
Sport
Fashion
Value of Spend
Health
Family
Eco-tourism
Lifestyle
Adventure
Volume of Tourists
Strategy
Pull
- TV & Press advertising
- Editorial Support
- Co-ordination with Indian
Embassies and consulates
Value of spend
Push
- Trade Fairs
- Promotions
- Direct Marketing
- Development of
new travel operators
Volume of spend
Thrust
- Expansion of Sales/
Marketing network
-Tour Packages
- Visit India 2009
- Expanded Famil programs
including TV crews
- Mice Agents
Creative Strategies
Sophisticated
Comprehensive view of “Total India”
“Thread” emotional link
Tailored for media platforms
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).
Sports Niche
Target using 2009 Ashes
Connecting through the common sporting interest, with the Ashes Cricket Series.
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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.
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Creative Execution
Editorial Support
Press Creative
Through a mix of editorial, advertising and cover executions.
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).
Specialised Consumer Magazine
Tailored to lifestyle/well-being market, titles such as Donna Hay, present ideal targeted opportunities.
Trade Publications Creative
Powerful marketing channels to the Australian travel industry, these
publications determine how travel packages are sold..
Targeting NRI’s and PIO’s
Newspaper advertisements
• Indus Age
• Indian Link
• Indian Downunder
• Indian Voice
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
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
Trade
• Trade Publications
• Travel Shows
• Trade Marts
• Seminars / Talks / Film Shows
• AFTA Training Program
• Joint promotions TO / TA / Airlines
• India festivals
• Website
Current News
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