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Wednesday, 17 August, 2016, 11 : 00 AM [IST]

South Australia identifies India as key growth market after record tourism receipts

With a significant increase in tourist numbers from India to Australia, the South Australian Tourism Commission (SATC) has identified India as a key growth market. According to the recent International Visitor Survey Report March 2016, the number of Indian visitors to South Australia reached 10,000, with record spends of AUD 18 million in the state. The 2015 India-Pakistan World Cup match hosted at the Adelaide Oval drove considerable awareness for the state and the SATC is looking to leverage on this momentum, stated a release. Therefore, the SATC has committed to spend AUD 1 million during 2016-2017 towards marketing initiatives in India primarily to collaborate with travel agents, airlines and consumer branding programmes.

Dana Urmonas, Regional Director, Southeast Asia & India, SATC, sees significant growth opportunities in India. “India is one of the world’s fastest growing outbound travel markets and we recognise the huge potential this market holds for us. The way Indians are now travelling and spending is changing significantly; they are looking for unique, memorable experiences. With wildlife experiences, pristine beaches, unspoilt nature and fantastic food and wine, travellers can get close to the real Australia in South Australia.”

Among the Indian travellers, the SATC is targeting affluent, global travellers in the age group of 25-55. The core target segments include leisure travellers, group travellers, honeymooners and families. To attract these travellers, SATC has been promoting 3 key destinations – Adelaide, Kangaroo Island and Barossa. Kangaroo Island is well known for its wildlife and pristine beaches and Barossa is famed for its rolling vineyards and gourmet food. Adelaide is the vibrant capital city of the state and serves as a gateway to other regions. Adelaide also has one of the most recognizable icons among Indian tourists – the popular Adelaide Oval which is home to the famous Sir Donald Bradman museum and now offers a RoofClimb activity.

With the announcement of the 3-year multiple-entry visa for Indians, SATC will be working closely with trade partners like Thomas Cook, Ottila, Flight Shop and Mercury Travels to include Adelaide as a part of their itinerary.

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