Mr. K.Arya : Regional Director India Tourism
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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. Total : 506,308.

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Presentation Transcript

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

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

Australasian Snapshot

Media & Creative Strategy

Iconic Introduction

Emotive Evolution

Source: Department of Tourism India


Comparative Visa Figures from Australia

Australasian Snapshot

Media & Creative Strategy

Iconic Introduction

Emotive Evolution

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

Media & Creative Strategy

Iconic Introduction

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

Media & Creative Strategy

Iconic Introduction

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

Media & Creative Strategy

Iconic Introduction

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

Media & Creative Strategy

Iconic Introduction

Emotive Evolution

Total: 8,741,000

Source: Morgan Readership Survey, 12 months ending March 2009


  • Large Continent – 7.7 million sq. kms to India

  • 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 to India

  • Ethnic Groups

  • European Origin 65.0%

  • Maori 14.0%

  • Samoan & others 1.0%

  • Economic Profile

  • GDP $112.4 billion

  • Per Capita income US$ 27,900


Fiji to India

  • 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 to India

  • Knowledgeable travelling market

  • Experiential journey seekers

  • Sports tourism market

  • Australian market high annual leave stock pile (123 million days) equates to $31 billion

  • Targeted television advertising

  • Outdoor premium advertising

  • Mass circulation - press, PR and advertising campaign

  • Consumer magazine - press, PR and advertising campaign

  • Trade publications - press, PR and advertising campaign

  • Promotions and events


Niche Categories to India

  • Adventure

  • Cuisine

  • Family

  • Culture

  • Eco-tourism

  • Health

  • Sports

  • Lifestyle


Analysis of Niche to India

Culture

Cuisine

Food

Sport

Fashion

Health

Family

Value of Spend

Eco-tourism

Lifestyle

Adventure

Volume of Tourists


Strategy to India

  • Pull

  • TV & Press advertising

  • Editorial Support

  • Co-ordination with Indian Embassies and consulates

  • Push

  • - Trade Fairs

  • Promotions

  • - Direct Marketing

  • - Development of new travel operators

Value of spend

  • Thrust

  • - Expansion of Sales/Marketing network

  • Tour Packages

  • Visit India 2009

  • Expanded Famil programs including TV crews

  • Mice Agents

Volume of spend


Creative Strategies to India

Sophisticated

Comprehensive view of “Total India”

“Thread” emotional link

Tailored for media platforms


Monorail Creative to India

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 to India

Target using 2009 Ashes

Connecting through the common sporting interest, with the Ashes Cricket Series.


Food & Cuisine to India

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.


Creative Execution to India

Editorial Support


Press Creative to India

Through a mix of editorial, advertising and cover executions.


Consumer Magazine Creative to India

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 to India

Tailored to lifestyle/well-being market, titles such as Donna Hay, present ideal targeted opportunities.


Trade Publications Creative to India

Powerful marketing channels to the Australian travel industry, these publications determine how travel packages are sold..


Targeting NRI’s and PIO’s to India

Newspaper advertisements

  • Indus Age

  • Indian Link

  • Indian Downunder

  • Indian Voice


Targeting NRI’s and PIO’s to India

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 to India

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 to India

  • Trade Publications

  • Travel Shows

  • Trade Marts

  • Seminars / Talks / Film Shows

  • AFTA Training Program

  • Joint promotions TO / TA / Airlines

  • India festivals

  • Website


Current News to India


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