Mr. K.Arya : Regional Director India Tourism
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Transcript of Mr. K.Arya : Regional Director India Tourism
Mr. K.Arya : Regional Director India Tourism
• Australia• New Zealand• Fiji & the Pacific• Singapore• Malaysia • Thailand • Indonesia
• Brunei• Vietnam• Cambodia• Lao PDR• Philippines• Myanmar
Australasia Region covers
Primary Market Share Travellers to India
Australia 29%
New Zealand 6%
Malaysia 24%
Singapore 20%
Thailand 12%
Indonesia 4%
Others 6%
Total : 506,308
Source: Department of Tourism India
Australasian Snapshot
Iconic Introduction
Media & Creative Strategy
Emotive Evolution
Share of Australasia Region out of total arrivals in India
Source: Department of Tourism India
Australasian Snapshot
Iconic Introduction
Media & Creative Strategy
Emotive Evolution
Growth from Australia / NZ
155000
160000
165000
170000
175000
180000
2007 2008
Australia & New Zealand
Tourist arrivals from Aus / NZ have doubled in last 3 years
Source: Department of Tourism India
Australasian Snapshot
Iconic Introduction
Media & Creative Strategy
Emotive Evolution
Comparative Visa Figures from Australia
02000400060008000
10000120001400016000
JanuaryFebruaryMarch April May June July
AugustSeptember
OctoberNovemberDecember
2008 2009
Source: VFS
• 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*
Outbound Travel:Australian Marketplace dynamics
*Source: Ray Morgan Research
Australasian Snapshot
Iconic Introduction
Media & Creative Strategy
Emotive Evolution
Socio-economic Composition of Key Travellers from Australia to India
41%
17%
17%
16%
10%
AB QuintileC QuintileD QuintileE QuintileFG Quintile
Source: Morgan Readership Survey, 12 months ending March 2009
Australians planning to go to India for at least 1 night (next trip)
Total: 132,000
Australasian Snapshot
Iconic Introduction
Media & Creative Strategy
Emotive Evolution
Socio-economic Composition of Key Travellers from Australia to India
Source: Morgan Readership Survey, 12 months ending March 2009
Australians who would like to holiday in India in next two years (3+ nights)
40%
21%
18%
14%7%
AB QuintileC QuintileD QuintileE QuintileFG Quintile
Total: 303,000
Australasian Snapshot
Iconic Introduction
Media & Creative Strategy
Emotive Evolution
Socio-economic Composition of Key Travellers from Australia to India
Source: Morgan Readership Survey, 12 months ending March 2009
Australians that have been on a long trip in the last 12 months
26%
22%19%
18%
15%
AB QuintileC QuintileD QuintileE QuintileFG Quintile
Total: 10,162,000
Australasian Snapshot
Iconic Introduction
Media & Creative Strategy
Emotive Evolution
Socio-economic Composition of Key Travellers from Australia to India
Source: Morgan Readership Survey, 12 months ending March 2009
Australians planning a long trip in the next 12 months or less
27%
23%19%
18%
13%
AB QuintileC QuintileD QuintileE QuintileFG Quintile
Total: 8,741,000
•Large Continent – 7.7 million sq. kms
•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
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
• 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%
Fiji
• Knowledgeable travelling market
• Experiential journey seekers
• Sports tourism market
• Australian market high annual
leave stock pile (123 million days)
equates to $31 billion
Demand Supply
• 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
• Adventure
• Cuisine
• Family
• Culture
• Eco-tourism
• Health
• Sports
• Lifestyle
Niche Categories
Analysis of Niche
Value of Spend
Volume of Tourists
Culture
Adventure
Family
Food
Fashion
Lifestyle
Eco-tourism
Cuisine
Sport
Health
Strategy
Value of spend
Volume of spend
Thrust- Expansion of Sales/Marketing network-Tour Packages- Visit India 2009- Expanded Famil programs including TV crews- Mice Agents
Push- Trade Fairs- Promotions- Direct Marketing- Development of new travel operators
Pull- TV & Press advertising- Editorial Support- Co-ordination with Indian Embassies and consulates
Sophisticated
“Thread” emotional link
Comprehensive view of “Total India”
Tailored for media platforms
Creative Strategies
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).
Monorail Creative
Connecting through the common sporting interest, with the Ashes Cricket Series.
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Sports NicheTarget using 2009 Ashes
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.
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Food & CuisineTarget using MasterChef, #1 TV program in Australia for 2009 - 4 million viewers
Creative ExecutionEditorial Support
Through a mix of editorial, advertising and cover executions.
Press Creative
Targeted approach through specific titles, such as American Express Platinum and Centurion, to reach high-end market (earning $500,000 - $1,000,000 pa).
Consumer Magazine Creative
Tailored to lifestyle/well-being market, titles such as Donna Hay, present ideal targeted opportunities.
Specialised Consumer Magazine
Powerful marketing channels to the Australian travel industry, these publications determine how travel packages are sold..
Trade Publications Creative
Newspaper advertisements
• Indus Age
• Indian Link
• Indian Downunder
• Indian Voice
Targeting NRI’s and PIO’s
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
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
Targeting NRI’s and PIO’s
• Trade Publications
• Travel Shows
• Trade Marts
• Seminars / Talks / Film Shows
• AFTA Training Program
• Joint promotions TO / TA / Airlines
• India festivals
• Website
Trade
Current News
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