Australia has seen a growing appetite and interest in travel among Indian travellers, with the easing and removal of border and COVID-19 related travel restrictions, indicating the propensity of Indians to embark on long-haul vacation. Nishant Kashikar, Country Manager India and Gulf, Tourism Australia, is delighted to share new developments, new initiatives and innovative campaigns to sustain visitation from India.
– Prashant Nayak
Tourism Australia continuously monitors changing traveler sentiments and interests as part of its strategy to embrace current trends and keep Australia at the forefront of all Indian traveler considerations. With this in mind, Tourism Australia has launched a new campaign in conjunction with its key airline and distribution partners to encourage Indian travelers to visit and holiday in Australia. Yours to Explore is a direct-to-consumer campaign promoted through a diverse mix of print, digital and social media and complemented by a variety of public relations activities and initiatives.
Going forward, Tourism Australia will capitalize on the opportunity to showcase Australia’s many attractions and experiences through familiarization trips organized with leading lifestyle publications, leading influencers and partnerships. niche content to create stronger resonance in key markets. “We also want to pursue partnerships and collaborations with OTT platforms to integrate Australia-specific destination messaging. We will continue to forge engagements with key personalities and celebrities, who have a strong connection and resonance in India, from our ‘Friends of Australia’ portfolio,” Nishant said. Thanks to the influence of these celebrities and the huge number of fans who follow them, Tourism Australia can reinforce its destination message and showcase Australia’s wide range of offerings.
Nishant also outlined Tourism Australia’s six key strategic priorities to ensure they bounce back strongly and reach their pre-COVID-19 status.
Brand and marketing: Building the Australia brand will be their top priority for the coming year and all of their marketing and public relations campaigns will focus on raising awareness and consideration of Australia among high yield travellers.
Conversion and aviation: Commercial partnerships with airlines such as Singapore Airlines, Air India, Qantas, etc., and key distribution partners such as Thomas Cook, SOTC, MakeMyTrip, PickYourTrail, Kesari, Veena World, etc., will be key to realizing the intention into actual visits.
Advocacy and Families: Harness the power of advocacy to build interest and fashion for the destination and build strong connections between people.
Indigenous and sustainability: Capitalize on the growing importance of Indigenous tourism and sustainability in travel, and implement a range of initiatives that will help develop these points of passion for new-age travellers.
Industrial partnership: Industry partnership is at the heart of everything they do – now more than ever. Become a platform for the industry, a source of information and ideas, and an advocate with stakeholders.
Major events and MICE: Capitalize on the contextual media and PR opportunities presented by the ICC Men’s T20 World Cup, Australian Open, etc., and continue to drive Australia’s Corporate Incentive Travel (MICE) .
Australia has lifted all COVID-19 border restrictions and travelers no longer need to provide proof of vaccination or complete the Digital Passenger Declaration. “Encouraged by this development, the Australian High Commission has already seen a rebound in visitor visa filings, which are significantly above 2019 levels. Therefore, we are asking everyone to lodge their tourist visa applications at least eight weeks before the scheduled departure date, as we are entering peak drop-off periods,” Nishant informs.
The Australian High Commission will continue to provide a personalized and streamlined service to MICE agents and businesses, as well as those planning to travel for the ICC Men’s T20 World Cup. This is complemented by the Visa Application Fee (VAC) waiver, which allows travelers who have obtained visitor visas (subclass 600) that expired between March 20, 2020 and June 30, 2022, to submit a new application for a future visitor visa free of charge. free of charge before December 31, 2022.
Over the past two years, Australia has opened over 100 new accommodation options, as well as over 72 new tourism products and experiences across the country spanning food and wine; aquatic and coastal, indigenous culture, walks and hikes, bike tours, day cruises, etc.
“Through our portfolio of iconic Australia experiences, we encourage our Australian specialist agents to curate and cultivate itineraries that highlight some of Australia’s newest and most premium experiences. These itineraries feature experiences from eight expert-designed collectives, including Discover Aboriginal Experiences, Great Fishing Adventures of Australia, Great Golf Courses of Australia, Luxury Lodges of Australia, Ultimate Winery Experiences Australia and Great Walks of Australia,” says Nishant.