Trade News
Inbound/ Domestic News
Outbound News
Home In Focus Details


Thursday, 07 September, 2017, 16 : 16 PM [IST]

ITM 2017: Tourism Australia celebrates 50 years of promotions

Tourism Australia wouldn’t have called for a better time to celebrate its 50 years of marketing the destination across the globe than the 15th India Travel Mission (ITM). Tourism Australia’s flagship annual tourism trade initiative for the Indian market, ITM 2017, held in Pune from August 16 to 19, followed the trend setup at previous editions of being one of the most organised and well educated travel missions. Anurag Tiwari reports.

M 2017 attracted a record 84 Australian seller delegates, including 13 new seller companies to showcase some of the best travel experiences on offer in Australia to more than 110 Indian travel agents. The by-invitation trade show witnessed two and half days of pre-scheduled meets between buyers and suppliers to exchange the best suited business ideas. In the words of Phillipa Harrison, Executive GM - International, Tourism Australia, “ITM yet again proved to be the best platforms for the Australian travel trade to engage with Indian travel trade. ITM has proven to be a great learning tool for us to grow and strengthen our engagement with the travel trade in India. The record number of Australian products participating at ITM this year signifies the growing importance of India as a key market for Australia and the value in having the opportunity to meet with the Indian trade directly to strengthen commercial ties.”

STOs Speak

Jacquie Roberts, Senior Manager, International Partnerships, Visit Canberra
The Indian market for us is evolving year-on-year. ITM is one platform for us which has helped in attracting good number of Indian tourists. We are seeing an increase in two to three nights stay among Indians, especially among families. Also, selfdrive is catching up among the Indian travellers. We are willing to participate every year in the ITM as it is the best opportunity for us to interact with quality Indian buyers and the format of the trade show is very satisfying.

Paramjit Bawa, Country Manager, India, Destination New South Wales (DNSW)
ITM has certainly given NSW the quality buyers we look for from the Indian market. This is my fifth year at ITM and every year there has been an increase in the number of exhibitors and buyers. ITM gives Indian buyers the perfect opportunity to interact and conduct business with the best of Australian travel trade. The format of ITM is quite pleasing as there are well organised pre-fixed meetings between exhibitors and buyers, thereby giving equal weightage to each person who has invested his precious time at ITM.

Lim Mui Khim, International Director - South & South East Asia, Tourism & Events Queensland
India has grown to be one of the top source markets for Australia and Queensland is equally benefitted. Tourism & Events Queensland has been participating at the ITM for years and we are seeing a year-on-year increase in the number of buyers and exhibitors in each edition. ITM is certainly among the best managed trade shows across the world and with addition of quality buyers and exhibitors every year, it is worth participating. Gold Coast, Queensland is hosting the Commonwealth Games in 2018 which has given us an opportunity to welcome a good number of Indian tourists next year and showcase the best of Queensland offerings.

Vinod Advani, Tourism Trade Ambassador, South Australia
South Australia is gaining popularity among Indian travellers due credits ITM. People are not restricted only to Adelaide and are now travelling to Kangaroo Island to experience the real and undisturbed wildlife. There is year-on-year increase in overnight stays and also in spend from the Indian travellers in South Australia. FITs and group tours as travel segments are contributing in big numbers for us. This is my 12th year at ITM and this has been the best platform for the Australian trade to interact with the quality buyers who travel from all parts for India to exchange business ideas and learn new things about Australia at the ITM.

Phillipa Harrison with Brent Anderson

Increased Participation
With record participation of 200 delegates this year, Tourism Australia proved why Australia is one of the most celebrated destinations among the Indian travel trade. Australian exhibitors participating in ITM ranged from airline and accommodation providers to attractions, tour operators, cultural institutions and state tourism organisations. There were 13 new Australian experiences and service providers who showcased their offerings at ITM namely AJ Hackett Cairns, Ayers Rock Resort, Big Bus Tours, BUDGET Rent-A-Car, Exceptional Kangaroo Island, Great Ocean Road Resort, Hertz, K2K Inbound, Limestone Coast Tourism, National Museum of Australia, Rees International, Sydney Seaplanes, Tourism Northern Territory and Zoos Victoria.


Ruhi Munshi, Director, Product & Marketing, N. Chirag Travels
This is the first time I am attending ITM and the format has certainly gained my attention. Pre-fixed meetings have made the work easy as we don’t have to run after exhibitors to discuss business opportunities. ITM has certainly raised my knowledge level about Australia as a destination and I have build good relation with few suppliers from Australia and would definitely exchange good business in the near future. I am definitely looking forward for next year’s edition.

Veneeta Rawat, Director, Amazing Vacations
ITM year-on-year has raised its standards. Like 2017, this year also there was an increase in number of quality buyers and exhibitors. The format of ITM is very professional. Pre-fixed meetings help us meet everyone present here from Australia enhancing our knowledge about the destination. Australia is popular destination for us and through ITM every year we meet with few new suppliers, thereby helping us increase our business from the Australian market.

Tejas Joshi, Manager - MICE Contracting Outbound Travel, Cox & Kings Ltd.
Australia is one of the top selling markets for Cox & Kings in the Indian travel market. ITM always helps us in increasing our knowledge about the destination. Kangaroo Island, Gold Coast and Queensland are growing popular in Australia. MICE is also picking up in Australia in recent times. We met few suppliers at this year’s ITM who gave good business opportunities in terms of MICE. ITM always sets its standards high and its complementing how Tourism Australia manages such a big event in the most professional way.

Record Visitation
Tourism Australia has been witnessing a continued record visitation and increase in travel spend, which is enough evidence to say Australia as a destination among Indians has certainly gained momentum. Indian visitors contribute almost AUD 1.34 billion (INR 6,700 cr) yearly to the Australian economy, growing by 18%, making it the eighth largest market for Australia in terms of money spent by travellers. This is the fourth consecutive year when Tourism Australia is achieving double-digit growth from the Indian market in terms of visitors. The destination welcomed 274,500 visitors from India, clocking 15.3% growth compared to the previous fiscal year. In May 2017, Australia welcomed 31,000 visitors, recording the highest ever number of visitors in any given month from India.

Supplier Speak

Kim Storey, General Manager, Destination Phillip Island
ITM helps the Australian travel trade to build relationships with their Indian counterparts. Every year ITM works towards inviting quality buyers who are interested in selling Australia as a preferred destination in the Indian market. The well-organised format of ITM drives us to participate every year. The Indian numbers for us have been increasing as last year we welcomed 15,000 Indian travellers. We also interacting with the Indian travel trade through the digital promotions as well as we are giving training to the interested buyers about the Destination Phillip Island.

Craig Wickham, MD, Exceptional Kangaroo Island
India is a valued market for us. We are concentrating our promotional efforts in this market. ITM is one of the best platforms for us to showcase Kangaroo Island’s offering. Also, popular Indian television show “Yeh Hai Mohabbatein” was recently shot in Kangaroo Island. We also showcased the self-drive opportunities from Adelaide to Kangaroo Island at this year’s ITM. Kangaroo Island is a boutique destination delivering bespoke and tailor-made leisure travel experience all year round and we are hopeful that the relationships we built during two & half days will be fruitful.

Laura Robinson, Tourism Manager, Adelaide Oval SMA Ltd
Adelaide is one of the most emerging destinations in Australia and India is one of the top source markets for us. We offer the roof climb tour of the worldfamous Oval cricket ground. The roof climb tour gives exceptional landscape view of the Adelaide city. We participated at ITM because India is cricketing nation and is the best market for us to promote. Our prime targets from the Indian market are FITs and group travellers.

Kimberley Mailo, Marketing, Events & Sales Manager, Sydney Seaplanes
This is my first participation at the ITM and am quite pleased with the quality of buyers present here. Sydney Seaplanes is one of the must do things in NSW. The way whole trade show is managed over two and half days is commendable. We have the latest aircraft with all the modern amenities enabling our guests to fly over some of the most scenic places in Australia. We eye India as an emerging market for us and will definitely look to participate in next edition of ITM and do healthy business in this market.

Brent Anderson, Regional General Manager - South & South East Asia, Tourism Australia, said, “India is certainly one of the most positive markets for us. The marketing plans we undertook for this market a few years ago are now being implemented on the other markets. This itself is a testimony how well this market has performed for us. Through the Great Australian Airfare Sale where eight airline partners (Air Asia, Air India, Cathay Pacific, Malaysia Airlines, Scoot, Singapore Airlines, Thai Airways, and Qantas) came together to offer low fares, we have worked on improving our weakness i.e. air connectivity and the both phases of the sale have performed extremely well for us. Our broadcast marketing campaigns, social media campaigns, etc., have also helped us in recording good numbers from the Indian market.”

Phillipa Harrison with Brent Anderson

Ambitious expectations Tourism Australia has moved inch closer towards achieving its long-term goal of growing the overnight visitor expenditure from the Indian market to as much as USD 1.9 billion annually by 2020. “We are extremely grateful to our Indian travel partners for their continued support in establishing Australia as a preferred holiday destination. We are positive of reaching our goals within the defined time limit. Every year ITM has helped Tourism Australia to achieve its target and we are ambitious that this year too it will be likewise,” Harrison said.

Tourism Australia is eyeing India to reach among the top five source markets by 2025 from the present ninth position.
Post Your commentsPOST YOUR COMMENT
* Name :      
* Email :    
  Website :  
Receive the best of Travel content in your mailbox.
Enter your e-mail ID for our
Weekly e-Newsletter
© Copyright 2015 Saffron Synergies Pvt Ltd