No longer a slumbering giant, Incredible India is thoughtfully attracting varied tourism markets with an increasingly sophisticated marketing strategy. But there’s always room for more ‘incredibleness’ What are the drivers of increasing tourism to India?I’m feeling guilty. Since returning from Australia Business Week in India in mid January I've written a lot about how Australia can profit from the source market opportunity that India represents.But I didn’t join the trade mission for that reason. Our purpose was to extend the reach of our … [Read more...]
VFR Tourism from India: A Moveable Feast
India and Australia share many things including the same national day (26th January). As we had back from the holidays, discussions around the MyTravelResearch.com barbecue have focused on the many reasons why Australia should encourage more friends and family visits (VFR travel) from India In the travel industry, the Indian market keeps on giving due to its size: UNWTO forecasts 50 million outbound visits by 2020. And in our case, there’s the loyalty factor. Based on 2013 figures, 47% of arrivals to Australia are repeat visitors. In the … [Read more...]
Tips On How To Promote and Attract Indian Tourist
I'm a travel industry professional. I have just returned from the exciting and exhausting government trade mission - Australia Business Week in India. While in Mumbai and Delhi a few days ago I wrote about the huge potential that India's travelling middle class represents to Australia (and the rest of the world). Now that I'm back in Sydney and have had time to reflect on what transpired and turn it into practical advice about the insights of an Indian tourist. So for all destination marketers and tourism businesses out there, here are the … [Read more...]
Are You Asking the Right Questions in Your Tourism Business Strategy?
It’s likely no one needs reminding that 2014 was the centenary of the outbreak of World War I. This anniversary leads to a flood of books on the subject with two that seemed to be consistent winners in the reviewers’ eyes: The War that Ended Peace by Margaret Macmillan and The Sleepwalkers by Christopher Clark. ‘The Sleepwalkers’ is next on my reading list, but I can certainly highly recommend ‘The War that Ended Peace’. One of the most fascinating elements of the book (plot spoiler) is the extent to which policymakers on all sides in Europe … [Read more...]
India: A Tourism Partner That Australia Should Embrace
I'm writing this in transit from Delhi to Mumbai while participating in Australian Business Week in India. It is the largest overseas trade mission to India by any country: some 450 delegates at a senior level (c-suite or director level) across many industries. So far it has been an exhilarating but exhausting trip, including meetings with Air India and other tourism industry stakeholders. Leaders from many industry streams including cultural services (my sector on this trip), agriculture, technology, education, health, resources, sport, life … [Read more...]
Opportunities for the Indian Outbound VFR Travel Market
As we at MyTravelResearch.com prepare to leave for Australia Business Week in India, an Australian Government-led trade mission, we thought we would share with you our excitement about the massive potential the Indian outbound travel market has for Australian tourism. India is one of the fastest-growing markets for international travel, alongside China. Here are just a few of the (fairly mindboggling) predictions. According to Amadeus and Frost & Sullivan India’s middle class is forecast to grow from 5% of the population currently, to 50% … [Read more...]
The Human Face of the Visitor Economy
Of late years, the tourism industry has begun changed the way we talk about what we do. Increasingly, we are talking about the Visitor Economy rather than about tourism. This term hasn’t gone public yet – I still describe my work as tourism to people outside the industry. Out of context, the phrase can sound a little cold. It’s been helpful in getting policy makers to understand the value of tourism to both economies and to social capital. But these important impacts can lack a human face. That’s why we need both to use the phrasing and … [Read more...]
Your Tourism Strategy Will Get You Through The Tough Times
I’ve just finished reading the discussions on a few Tourism Marketing groups in LinkedIn. The discussions are a fascinating insight into the mindset of the Travel and Tourism industry and the companies who service it. There are discussions about whether to do trade shows or road shows, the value of content and the role of brochures vs. online. In other environments, I am constantly asked about the future of Visitor Information Centres (VICs) or what social media channels are best. … [Read more...]
Millennial Travellers More Diverse Than You Think
If you’re in regional and local tourism in Australia marketing to younger tourists – so-called Millennials – it may be time to challenge misconceptions. Millennial Travellers (also called Generation Y) were born 1980-1995 or so. Today they are in the 20-35 age range. … [Read more...]
Let’s Focus On Productivity Not Wages
Andrew Robb, the Minister for Trade (whose portfolio covers tourism) recently spoke at the TAA Conference on the future for the Tourism Industry. He touched on a number of topics but two evergreen perennials of tourism and hospitality events tended to dominate: staff costs and the need to encourage people to make a career in tourism. … [Read more...]
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