Tag Archives: UnDiscover Australia

India once again earned the distinction of being the fastest growing inbound market for Australia, according to a report by Tourism Australia (TA). Arrivals for the year-ended November 2018 stood at 352,500 – a growth of 18 per cent over the previous year. During October 2017 to September 2018, Indian tourists spent $1.6 billion on their Australia trip, a growth of 10 per cent over the previous year. India is now on track to achieve fifth consecutive year of double-digit growth in arrivals, as well as spend. Over the past few months, TA executed few marketing activities to raise Australia’s appeal and attractiveness among the Indian high value travellers: launch of #UnDiscover Australia campaign on television and digital media, showcasing unusual and unfamiliar experiences that Australia has to offer; partnership with ESPN cricinfo with television presenter and model, Shibani Dandekar, visiting five Australian states, and interacting with five Australian cricketing talents, showcased their hometowns and Australia as a holiday destination to their Indian fans and followers through a series of 22 destination videos; leveraged the popularity of our Friend of Australia — Parineeti Chopra and Harsha Bhogle, and Indian cricketer Shikhar Dhawan, who showcased why there’s truly nothing like Australia among their followers; launched the fifth iteration of the Airline Marketplace campaign that delivered over 16,400 bookings in just 3 weeks; Strengthened relationship with the travel industry through the launch of the Premier Aussie Specialist Program, online webinars and face-to-face training initiatives.

Tourism Australia has launched a new bespoke tourism promotion campaign in India and Southeast Asia. The latest chapter in Tourism Australia’s evolving There’s Nothing Like Australia campaign, UnDiscover Australia specifically targets high value travellers in India, Singapore, Indonesia and Malaysia. The campaign challenges perceptions and stereotypes of what Australia offers as a tourism destination by showcasing unusual, unfamiliar and unexpected attractions and experiences. To sustain growth in arrivals and yield, the campaign seeks to entice Indian travellers by providing a multidimensional understanding of Australia’s high-quality experiences, showcasing the journey of renowned Bollywood actor Parineeti Chopra. The campaign plays on some of the prevalent misconceptions about Australia highlighted by research carried out in the region, showing that there is much more to Australia than the typical stereotypes of beaches, furry animals and popular icons. Nishant Kashikar, Country Manager – India & Gulf, Tourism Australia said, “This campaign will shine a spotlight on some of our undiscovered and hidden holiday gems, showing there’s much more to an Australian holiday for Indians in addition to experiencing our well-known icons. Yes, you can watch a game of cricket at the magnificent Adelaide Oval, but are people aware that they can also do an amazing rooftop climb offering 360 views of the city? Or that there are plentiful immersive experiences amidst untouched natural landscapes in close proximity to our vibrant cities,” he said. The campaign will be executed in two phases in India – September to November and January to April to coincide with the holiday planning periods for the peak travel season during the year-end and Indian summer respectively.