South Australia, recently named the global wine capital and producer of 60 per cent of all Australian wines, is eying a 10 per cent increase in arrival by Indian tourists in 2016-17, boosted by its marketing and communication initiatives.
“We received 10,000 Indian tourists as of March 31, 2016. With the on-going and proposed marketing, communication activities, we aim to increase the visitation by 10 per cent in the coming year.
We have witnessed significant growth in the India market in the last three years and look forward to a positive progression,” South Australia Tourism Commission (SATC) Regional Director, South East Asia and India, Dana Urmonas told PTI here.
She said, at present, India was among the top 15 source markets for South Australia.
“The way Indians are now travelling is changing significantly. With the increase in disposable income of the average Indian consumer we expect the number of international trips to rise.
We recognise India as a key growth market and are looking to capitalise on its growing outbound tourist numbers,” Urmonas said.
“We are positive about having more Indian visitors and hope that India will be among top 10 countries in the coming years,” she said.
South Australia’s top five source markets include – United Kingdom, North America (USA and Canada), New Zealand, Germany and China, she said.
China has grown significantly over the past five years, while the established western markets of United Kingdom, New Zealand and North America continue to perform well for South Australia, Urmonas said.
In India, SATC targets people mainly in the age group of 25-55, who are global travellers.
“Our core target segments include leisure travellers, honeymooners and families and our primary markets are Mumbai, Delhi, Bangalore and Chennai,” Urmonas said, adding family travellers also form an important part of the customer segment.
With good weather, wildlife experiences, spacious parks, shopping arcades and abundant family friendly cafes and restaurants, Adelaide has become a dream destination for family trips.
SATC, she said, has committed to spend AUD 2 million during 2015-2017, towards marketing initiatives in India primarily to collaborate with travel agents, airlines and consumer branding programmes.
“We are in the process of collaborating with tour operators like Thomas Cook, Ottila, Flight Shop and Mercury Travels to include Adelaide as a part of their itinerary,” she said.
Adelaide was recently named ‘Great Wine Capital of the World’ and 85 per cent of Australian premium wines and 60 per cent of all Australian wines are produced in South Australia.