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MUMBAI:
One of the most popular international destinations for Indians,
Australia has recognised India as a star performer. The Tourism
Forecasting Council, Australia predicts an average annual growth
rate of 17.4 per cent each year to 2016 for the Indian inbound market.
Of
the total visitors from India in 2007, a high proportion were visiting
Australia for a holiday and of these, approximately half visited
Queensland - the Sunshine State of Australia. Queensland offers
a relaxed, friendly lifestyle and a diverse range of exciting experiences
and destinations that has to be visited to be believed.
To
create awareness and visibility for Queensland, Australia and popular
destinations like Gold Coast, Cairns and Islands of the Great Barrier
Reef, Tourism Queensland will undertake its fourth road show in
2008 - Queensland on Tour- India 2008. This five-city road show
will cover New Delhi, Mumbai, Ahmedabad, Chennai and Bangalore will
take place from January 14th to 25th 2008. Queensland on Tour 08
will create an ideal platform for tourism operators from the Gold
Coast and Cairns & the Great Barrier Reef to offer updates and
new experiences for the Indian consumer. The operators will also
be able to negotiate contracts with the Indian trade. And Tourism
Queensland will unveil its new campaign -Family, Fun, Queensland
for the coming season.
Family,
Fun, Queensland is about differentiation between the family segment
and other segments; it adds new attractions to the existing Queensland
range. The campaign aims to create both agent and consumer awareness.
Many travel agents seek assistance in putting together new products
and itineraries which go beyond the regular series. By offering
a suite of new attractions, this campaign will offer value and allow
trade to select Queensland products suitable for their customers.
Today, with internet and electronic media showcasing destinations
across the world, consumers have become extremely savvy and conscious
of attractions in foreign destinations and are keen to explore foreign
shores. By targeting the consumer and, at the same time, educating
the trade, the campaign will be working on a pull-and-push strategy
besides taking advantage of word-of-mouth advertising and testimonials
that work well in such a market. While the global strategy of Tourism
Queensland is the 'five pillar' approach (consumer, trade, media,
aviation and digital), Family, Fun, Queensland Campaign will be
tying in the consumer, trade, and media components with plans of
the digital component being executed during the year.
According
to Mr. Paul Buggy, Regional Director (Korea, India, Middle East,
South Africa and Inbound), Tourism Queensland, "No holiday
to Australia is complete without a visit to the Sunshine State -
Queensland. Destinations like Gold Coast, Cairns & the Great
Barrier Reef and the Islands of Great Barrier Reef offer holidaymakers
an exciting blend of experiences, and the locals love sharing their
coastal lifestyle and natural delights with tourists. Queensland
is fast becoming a popular and preferred holiday destination for
Indians and we have identified India as a significant future tourism
opportunity in our Emerging Markets Strategy. With our roadshow,
we are aiming to develop a strong marketing presence in India, working
together with local trade to introduce competitive tourism packages
and create more awareness about the promising destinations within
Queensland in Australia."
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