South Australia increases focus on India market

South Australian Tourism Commission (SATC) has identified India as a key growth market and has accorded it greater focus in terms of engagement with the trade and marketing efforts. Dana Urmonas, Regional Director, Southeast Asia & India, SATC, who was visiting multiple cities in India to meet the trade, says, “India is one of the world’s fastest growing outbound travel markets in the world and we at the SATC recognise the huge potential this market holds for us. The way Indians are now travelling and spending is changing significantly; they are looking for unique, memorable experiences. With wildlife experiences, pristine beaches, unspoilt nature and fantastic food and wine, travellers can get close to the real Australia in South Australia.”

According to the recent International Visitor Survey Report March 2016, the number of Indian visitors to South Australia reached 10,000, with record spends of AU$18 million in the state. The 2015 India-Pakistan World Cup match hosted at the Adelaide Oval drove considerable awareness for the state and the SATC is looking to leverage the momentum built. The SATC is targeting affluent, global travellers in the age group of 25-55. The core target segments include leisure travellers, group travellers, honeymooners and families. To attract these travellers, SATC has been promoting three key destinations: Adelaide, Kangaroo Island and Barossa.