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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