Tourism Queensland set to woo the Indian travel trade: Queensland on Tour - January 2008
MUMBAI: One of the most popular international destinations for Indians, Australia has recognised India as a star performer. The Tourism Forecasting Council, Australia predicts an average annual growth rate of 17.4 per cent each year to 2016 for the Indian inbound market.
Of the total visitors from India in 2007, a high proportion were visiting Australia for a holiday and of these, approximately half visited Queensland - the Sunshine State of Australia. Queensland offers a relaxed, friendly lifestyle and a diverse range of exciting experiences and destinations that has to be visited to be believed.
To create awareness and visibility for Queensland, Australia and popular destinations like Gold Coast, Cairns and Islands of the Great Barrier Reef, Tourism Queensland will undertake its fourth road show in 2008 - Queensland on Tour- India 2008. This five-city road show will cover New Delhi, Mumbai, Ahmedabad, Chennai and Bangalore will take place from January 14th to 25th 2008. Queensland on Tour 08 will create an ideal platform for tourism operators from the Gold Coast and Cairns & the Great Barrier Reef to offer updates and new experiences for the Indian consumer. The operators will also be able to negotiate contracts with the Indian trade. And Tourism Queensland will unveil its new campaign -Family, Fun, Queensland for the coming season.
Family, Fun, Queensland is about differentiation between the family segment and other segments; it adds new attractions to the existing Queensland range. The campaign aims to create both agent and consumer awareness. Many travel agents seek assistance in putting together new products and itineraries which go beyond the regular series. By offering a suite of new attractions, this campaign will offer value and allow trade to select Queensland products suitable for their customers. Today, with internet and electronic media showcasing destinations across the world, consumers have become extremely savvy and conscious of attractions in foreign destinations and are keen to explore foreign shores. By targeting the consumer and, at the same time, educating the trade, the campaign will be working on a pull-and-push strategy besides taking advantage of word-of-mouth advertising and testimonials that work well in such a market. While the global strategy of Tourism Queensland is the ‘five pillar‘ approach (consumer, trade, media, aviation and digital), Family, Fun, Queensland Campaign will be tying in the consumer, trade, and media components with plans of the digital component being executed during the year.
According to Mr. Paul Buggy, Regional Director (Korea, India, Middle East, South Africa and Inbound), Tourism Queensland, "No holiday to Australia is complete without a visit to the Sunshine State - Queensland. Destinations like Gold Coast, Cairns & the Great Barrier Reef and the Islands of Great Barrier Reef offer holidaymakers an exciting blend of experiences, and the locals love sharing their coastal lifestyle and natural delights with tourists. Queensland is fast becoming a popular and preferred holiday destination for Indians and we have identified India as a significant future tourism opportunity in our Emerging Markets Strategy. With our roadshow, we are aiming to develop a strong marketing presence in India, working together with local trade to introduce competitive tourism packages and create more awareness about the promising destinations within Queensland in Australia."