India Market Profile

INDIA
Market Prole
1 INDIA Market Prole April 2013
In 2012, India was Australias 10th largest inbound market for visitor arrivals
and total expenditure, and seventh largest for the number of visitor nights.
It was also the 11th largest market for total dispersed nights
1
during 2012.
Findings from Tourism Australias recent international tourism research project
2
,
indicate that when selecting a holiday destination Indian visitors are wanting
(in order of importance): a safe and secure destination, world class beauty and natural
environments, value for money, and a romantic and family friendly destination.
Compared to other out of region destinations, Australia ranks very highly for having
beautiful natural environments, good food and wine, and clean cities with good
infrastructure. The research shows that Australia delivers a positive holiday experience
that exceeds the expectations of Indian visitors.
The latest forecast by the Tourism Forecasting Committee (TFC), released in
October 2012, estimates that arrivals from India will grow 5 per cent in 2012/13 and
8 per cent in 2013/14, with a 7 per cent annual compound growth rate expected
between 2011/12 and 2016/17.
50% repeat visitors
4
56% of total arrivals are for leisure
5
15-29 years largest demographic
5
$5,263

average spend
4
65 nights average stay
4

Feb-Apr and Sept-Nov peak booking period
May and Dec peak travel period
$1.9 - 2.3bn
Potential for the Indian market to be worth by
2020 (Tourism 2020)
$0.8bntotal spend
Total spend from India in 2012
(down 9 per cent on 2011)
4
159,200 arrivals
Indian visitor arrivals in 2012 (up 7.4 per
cent on 2011)
5
9.6mtotal nights
Indian visitor nights spent in Australia in 2012
(up 3 per cent on 2011)
2
1.9mdispersed nights
1

Indian visitor nights spent outside gateway
cities in 2012 (up 30 per cent on 2011)
4
Australia ranks 11th
among all out of region outbound
destinations for Indian travellers
6
Singapore Airlines
Malaysia Airlines
Thai Airways International
Qantas
Cathay Pacic Airways
Emirates
Other
In this Market Prole
Market Performance
Consumer Research
Aviation Landscape
Distribution
Find More Information
Sources:
1. Dispersed nights refer to nights spent outside gateway cities of Sydney,
Melbourne, Brisbane and Perth
2. Tourism Australia, Australian Consumer Demand Research, conducted by BDA
Marketing Planning, 2012
3. Department of Immigration and Citizenship (Aviation)
4. International Visitor Survey (Tourism Research Australia)
5. Australian Bureau of Statistics, Overseas Arrivals & Departures
6. Tourism Economics, Tourism Decision Metrics
Visitor prole in 2012
Key airlines and share of passengers in 2012
3
Table includes direct and indirect capacity
31%
24%
17%
12%
4%
3%
9%
INDIA
Market Performance
> In 2012, India was Australias 10th largest inbound market for visitor arrivals.
> Arrivals from India to Australia have achieved a 14 per cent annual compound growth rate between 2002 and 2012.
> Visiting Friends and Relatives (VFR) is the largest purpose of visit segment for the India market. Indian-born Australian residents have
doubled over the ve years between 2006 to 2011 (according to Census data released by the Australia Bureau of Statistics), which is
noted as a key contributing factor to this result.
> Whilst Holiday and VFR visitor segments from India have been growing steadily, Education arrivals have been declining since 2009.
> The market has grown consistently in recent years, with economic growth fuelling outbound travel demand.
1.1 Arrivals trends
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
Dec80 Dec84 Dec88 Dec92 Dec96 Dec00 Dec04 Dec08 Dec12
History of Visitors from India into Australia
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Source: Australian Bureau of Statistics, Overseas Arrivals & Departures
INDIA
Market Performance
0
200
400
600
800
1,000
1,200
Bahrain Thailand Singapore Saudi Arabia UAE Australia
2001 2012
Trend of Top 5 Outbound Destinations from India
Source: Tourism Economics (Tourism Decision Metrics)
Note: 2012 is a forecast value
O
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0.0%
0.6%
1.2%
0
10,000
20,000
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 (f)
M
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%
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Total Outbound (000s) Australia's Share of Total Outbound (%)
India: Total Outbound & Australia's Market Share
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4,564
0.97%
4,940
0.83%
5,351
0.78%
6,213
0.82%
7,185
0.86%
8,340
0.92%
9,783
0.89%
10,868
0.98%
11,067
1.03%
12,988
0.98%
15,514
0.91%
16,129
0.82%
1.2 Australias market share
7
Australias market share of India outbound travel
> Outbound travel from India increased from 15.5 million trips in 2011, to 16.1 million trips in 2012.
> Australias share of total outbound travel from India has remained at at 0.8 per cent in 2002 and 2012.
Top ve outbound destinations from India
> In 2012, the top ve outbound destinations from India were Bahrain, Thailand, Singapore, Saudi Arabia and the UAE.
> Australia ranked 21st among all outbound destinations, dropping three positions from 2011.
7. Figures for 2012 in this section are based on forecast data, last updated 14 February 2013
INDIA
Market Performance
0.0%
3.0%
6.0%
0
5,000
10,000
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 (f)
M
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Total Outbound (000s) Australia's Share of Total Outbound (%)
India: Out of Region Outbound & Australia's Out of Region Market Share
O
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1,435
3.07%
1,520
2.70%
1,542
2.71%
1,892
2.69%
2,147
2.89%
2,534
3.03%
2,842
3.07%
3,172
3.35%
3,043
3.76%
3,615
3.51%
3,919
3.61%
4,096
3.22%
Australias market share of out of region travel
> Out of region travel from India excludes travel to South and South East Asia and the Middle East.
> Out of region travel from India more than doubled from 1.5 million trips in 2002 to 4.1 million trips in 2012.
> Australias share of Indias out of region outbound travel has increased from 2.7 per cent in 2002 to 3.2 per cent in 2012.
Australias competitor destinations from India
> In 2012, the top ve destinations for Indian travellers, outside of South and South East Asia and the Middle East, were the USA,
France, the UK, Hong Kong and Switzerland.
> Australias ranking among out of region destinations was 11th in 2012, slipping two positions from 2011
0
100
200
300
400
500
600
700
800
United States France United Kingdom Hong Kong Switzerland Australia
2001 2012
Trend of Top 5 Out of Region Outbound Destinations from India
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INDIA
Market Performance
1.3 Visitor arrivals by age and purpose of visit
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
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Visitors from India by Age and Purpose of Visit for 2012
Source: Australian Bureau of Statistics, Overseas Arrivals & Departures
Under 15yrs 15 to 29yrs 30 to 44yrs 45 to 59yrs 60yrs & over
9,900 (6%) 40,980 (26%) 38,610 (24%) 40,280 (25%) 29,650 (19%)
Holiday
31,120 (20%)
Visit Friend/ Relatives
58,120 (36%)
Business
28,860 (18%)
Education
13,370 (8%)
Other
15,210 (10%)
Employment
12,740 (8%)
-
+
Total India
159,420 (100%)
Analysis of visitors from India in 2012
> In 2012, the majority of arrivals from India visited Australia for Leisure purposes, with Visiting Friends and Relatives (VFR)
representing 36 per cent of total arrivals, and Holiday representing 20 per cent.
> The largest age demographic was 15 to 29 years, representing 26 per cent of total visitors. This was closely followed by
45 to 59 years and 30 to 44 years representing 25 and 24 per cent respectively.
> Of total Business arrivals from India in 2012, there were 8,760 convention/conference visitors.
INDIA
Market Performance

-
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
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India: Visitor Arrivals by Age for 2002-2012
Source: Australian Bureau of Statistics, Overseas Arrivals and Departures
Under 15 yrs
15 to 29 yrs
30 to 44 yrs
45 to 59 yrs
60 yrs & over
Age demographic of visitors from India for 2002-2012
> Since 2002, the 45 to 59 year old demographic has been steadily growing, achieving a 16 per cent annual compound growth rate.
In 2012, this age group represented the biggest segment of Holiday arrivals.
> The 15 to 29 year old segment declined 9 per cent in 2012 compared to 2011.
Visitor segments from India for 2002-2012
> The VFR segment has shown resilience, achieving a 23 per cent annual compound growth rate between 2002 and 2012.
> Following a dip in 2009, Holiday visitors have been increasing and overtook the number of Business arrivals in 2012.
> Education visitors have been declining since 2009.

-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
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India: Visitor Arrivals by Purpose of Visit for 2002-2012
Source: Australian Bureau of Statistics, Overseas Arrivals and Departures
Holiday
Visit Friends/Relatives
Business
Education
Employment
Others
INDIA
Market Performance
$0
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
$350,000
$400,000
$450,000
$500,000
Spending by Visitors from India by Age and Purpose of Visit for 2008-2012
Source: International Visitor Survey (Tourism Research Australia)
Under 15yrs 15 to 29yrs 30 to 44yrs 45 to 59yrs 60yrs & over
Not covered by
the IVS
$438,528 (55%) $207,958 (26%) $95,491 (12%) $48,912 (6%)
Holiday
$100,256 (13%)
Visit Friend/ Relatives
$96,424 (12%)
Business
$137,458 (17%)
Education
$293,323 (37%)
Other
$27,558 (3%)
Employment
$135,871 (17%)
-
+
Total India
$790,890 (100%)
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1.4 Spend by age and purpose of visit
Breakdown of spend by visitors from India for 2008-2012
> On average from 2008 to 2012, the largest spending segment was Education visitors, representing 37 per cent of total spend. This was
followed by Business and Employment, each representing 17 per cent.
> The largest spending age group was 15 to 29 year olds, representing 55 per cent of total spend by Indian visitors. 60 per cent of spend
from this age group comes from the Education segment.
Note: Data in graph refers to an average of 2008-2012
INDIA
Market Performance

$-
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
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India: Visitor Spend by Age for 2002-2012
15-29 yrs
30-44 yrs
45-59 yrs
60 yrs & over
Spend by age group from Indian visitors for 2002-2012
> Visitors aged 15 to 29 years have consistently spent more money in Australia over the past decade than any other age group, however
this spend declined signicantly in 2012 due to the declining Education visitor numbers.
> Spend by visitors aged 30 to 44 years grew by 26 per cent in 2012, compared to 2011.
Spend by purpose of visit segments for 2002-2012
> In line with the recent decline in Education visitors, spend by this segment has also declined, down 39 per cent in 2012 compared to 2011.
> In 2012, Holiday spend grew 50 per cent compared to 2011.

$-
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
$350,000
$400,000
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
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India: Visitor Spend by Purpose of Visit for 2002-2012
Holiday
Visiting Friends/Relatives
Business
Education
Employment
Others
INDIA
Market Performance
1.5 Visitor proles for spend and nights
Spend per trip $6,122
Stay 63.4 nights
Spend per night $97
Age groups
Average visitor
30 to 44 years
Stay 53.2 nights
Spend per night $118
45 to 59 years
Stay 36.8 nights
Spend per night $76
60 years & over
Stay 56.6 nights
Spend per night $44
15 to 29 years
Stay 95.8 nights
Purpose of visit
Holiday
Stay 23.6 nights
Visiting Friends
and Relatives
Stay 56.8 nights
Spend per night $40
Business
Stay 28.3 nights
Other
(including education
and employment)
Stay 127.7 nights
International Visitor Survey (Tourism Research Australia)
Note: Data refers to an average of 2008-2012
INDIA
Consumer Research
In 2012, Tourism Australia undertook a major international tourism research project
8
into how global consumers view Australia and
what most motivates them to visit, identifying the triggers and experiences important to the consumer when selecting a holiday
destination. The research involved 13,389 consumers across 11 markets, who have travelled long haul in the past two years and/or
plan to travel long haul in the next few years.
The results below refer to the responses of Indian consumers.
2.1 What travellers from India want in a holiday destination
Participants were asked what they look for when choosing any holiday destination. The graph below outlines the top ve
considerations of Indian respondents.
Their key considerations are: safety and security, world class beauty and natural environments, value for money, a romantic
destination and a family friendly destination.
India
50 A safe and secure destination
India
India: Top 5 Importance Factors
31
34
38
42
A family friendly destination
Romantic destination
A destination that offers value for money
World class beauty and natural environments
24
26
26
29
Great shopping / world class brand names
Clean cities, good road infrastructure with clear signposts
Friendly and open citizens, local hospitality
Good food, wine, local cuisine and produce
22
24
24
24
d d f l
Good leisure activities such as nightclubs/bars and/or casinos
Rich history and heritage
Ease of obtaining visa
Great shopping / world class brand names
18
19
20
20
Different and interesting local wildlife
Spectacular coastal scenery
A range of quality accomodation options
Luxury accommodation and facilities
13
15
17
Flights with no stop-overs
Native or cultural heritage or activities
Great swimming beaches
Read as: 50 per cent of Indian respondents ranked a safe and secure destination in their top ve considerations when choosing a destination
8. Tourism Australia, Australian Consumer Demand Research, conducted by BDA Marketing Planning, 2012
INDIA
Consumer Research
2.2 Associations with Australia
For respondents from India, Australia is known for having beautiful natural environments and clean cities with good infrastructure.
Compared to other out of region destinations, Australia ranks highly (rst, second or third) for natural environments, good food
and wine, and clean cities.
2.3 Opportunities for Australia highlighted by the research
The research shows that Australia delivers a positive holiday experience that exceeds the expectations of Indian visitors. This
was particularly clear for their perception of Australias food and wine, safety and security as well as the family friendliness of
the destination.
Food and wine rankings were very high amongst those who have visited Australia and sampled the countrys offering,
presenting future marketing opportunities.
Likewise for the perception of safety and security and family friendliness, Indian respondents who have visited Australia ranked
the country much higher than those respondents who had not been. Given the importance placed on these considerations by
Indian respondents, this presents future opportunities to improve upon their perception of Australia.
2.4 Preferred Australian experiences
Indian respondents prefer experiences in Australia which include wildlife (both aquatic and non-aquatic), cities and/or coastal
or harbour settings.
INDIA
Aviation Landscape
> Non-stop and direct access between
Australia and India remains a challenge,
however there are many ways for
Indians to y to Australia via hubs.
> Indian visitors can y from a number
of cities such as Mumbai, Delhi, Chennai,
Bangalore, Kolkata, Ahmadabad,
Hyderabad Calicut, Kochi and
Thiruvanthapuram, to hubs
including Singapore, Kuala Lumpur,
Bangkok, Hong Kong and Dubai.
From these hubs, connections to
Australian cities are frequent.
> With no direct services, North Asian
hubs are also expected to become
more important for Indians travelling
to Australia in the coming years.
> In 2012, Singapore Airlines carried one
third of Indian visitors into Australia.
> In 2012, overall airline capacity from India
to Australia increased, primarily driven
by Southeast Asian carriers (Singapore
Airlines group, Malaysia Airlines)
adding capacity on existing routes.
> Alliances continue to develop
and shape the market:
In April 2012, Sydney and Delhi
Airports signed a strategic
partnership in an effort to grow
capacity between the two cities.
In August 2012, Singapore Airlines
and Virgin Australia expanded their
codeshare agreement to include
64 destinations in Asia including
the following Indian cities: Delhi,
Mumbai, Bangalore, Chennai,
Coimbatore, Hyderabad, Kochi,
Kolkata and Thiruvananthapuram.
Tiger Airways and Scoot expanded
their partnership to include 13 new
destinations from 30 October 2012
including Bangalore, Kochi, Hyderabad,
Chennai and Thiruvananthapuram
(Source: CAPA Centre for Aviation).
Etihad is seeking to acquire a
minority share in Jet Airways.
3.1 Summary
Key airlines and share of passengers
Mumbai/Bombay
Singapore
Hong Kong
New Delhi
Bangkok
Kolkata
Dubai
Kuala
Lumpur
Hyderabad
Bangalore
Chennai
Ahmedabad
Airline 2008 2009 2010 2011 2012
Singapore Airlines 34% 25% 29% 31% 31%
Malaysia Airlines 11% 8% 16% 20% 24%
Thai Airways International 13% 25% 21% 14% 17%
Qantas 25% 16% 15% 17% 12%
Cathay Pacic Airways 8% 9% 6% 5% 4%
Emirates 3% 10% 6% 4% 3%
Other 6% 7% 7% 8% 9%
Table includes direct and indirect capacity
31%
24%
17%
12%
4%
5%
3%
9%
INDIA
Aviation Landscape
3.2 Trends
Capacity
> Whilst overall capacity from India to Australia increased in 2012, Qantas withdrew the only direct
9
service (Mumbai-Singapore-Brisbane)
on the route, resulting in a 68 per cent direct capacity decline on the route.
> Going forward Indian visitors are expected to continue to travel via Southeast Asia to Australia.
> Aviation connectivity from India to many competitor destinations has grown rapidly in recent years, as carriers take advantage of
outbound travel demand. There has been strong growth to North Asian destinations such as China and Hong Kong in recent years and
capacity to the UK and USA is expected to rebound in 2013.
l
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France - Down 1.4%
South Africa - Down 18.4%
Canada - Down 54.4%
Australia - Down 67.5%
United Kingdom - Down 9.4%
Hong Kong - Down 12.1%
China - Up 13.6%
United States - Down 23.7%
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
1.6
1.8
2.0
Dec-07 Dec-08 Dec-09 Dec-10 Dec-11 Dec-12 Dec-13
Capacity from India to Australia vs competitor destinations
Source: Innovata; Department of Infrastructure and Transport
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Forecasts
Average loads
> Load factors or seat utilisation is the ratio of passengers carried to the number of seats available, expressed as a percentage.
> As direct capacity declined in 2012, average load factors increased from 86 per cent in 2011 to 89 per cent. The number of Australians
travelling to India increased 12 per cent, compared to 8 per cent growth in Indian visitors to Australia.
> Average loads have increased overall and were particularly high during October to February and June to July.
Note: Chart includes direct capacity only and above percentages reect change in direct capacity from 2011 to 2012
9. Direct services are a single ight or multiple ights within the same ight number (Source: Bureau of Infrastructure, Transport and Regional Economics).
INDIA
Distribution
Wholesalers/ Large Agents
Commission Level: up to 20%
> The traditional wholesaler model has not
generally developed in the Indian travel
industry. There are a few larger travel
agents which have developed their own
distribution network through smaller
independent agents such as Thomas
Cook, Kuoni, Cox & Kings, MakeMyTrip,
Yatra, etc. These are often referred to as
franchisees or preferred sales agents.
> The major operators having a pan-India
presence are Thomas Cook, SOTC/ Kuoni
Travel, Cox & Kings, Kesari/Strawberi, Club
7, MakeMyTrip, Yatra, JTB Travels, Vacations
Exotica, TUI and Mercury Travel. Most
Indian travel companies operate across all
segments of travel, including group tours,
Free Independent Travel (FIT), business
events and luxury.
> There are a few traditional wholesalers
that are gaining support from the
smaller retail agents, these include:
Saltours, Travel Optionz, Flight
Shop, FCM and Nijhawan Group.
Retail Agents
> The distribution of travel products in India
is fragmented with only a few national
operators. Most agencies are small,
independent, family-owned businesses.
> Competition between the larger travel
agencies is erce, with aggressive
marketing and tactical promotions in
print media. Promotions include cash
discounts, early bird discounts, hotel
upgrades, free holidays to other countries/
cities such as visits to Canada free on
a USA holiday, holiday now, pay later
schemes, cash back schemes and offers
for a companion or child to travel for free.
> Most large retail agents brochure
and market their own programs
working closely with the Inbound
Tour Operators (ITOs).
> Large travel agencies take reservations
from consumers through their own retail
networks as well as from smaller agencies.
> Travel agents use GDS systems such as
Galileo and Amadeus to reduce response
time and provide instant conrmations
to clients.
> Despite the increase in the online travel
segment, traditional retail agencies have
not yet moved to this platform for bookings.
Online
Commission Level: up to 15 to 20%
> As the Indian outbound market grows,
more consumers are using the internet
to research and purchase their holidays.
> Online travel agencies (OTAs) now receive
almost 50 per cent of all visits to travel
sites, with the top ve being Makemytrip.com,
Yatra, Expedia, Cleartrip and Travelocity.
> There has been an increase in online
bookings for air tickets for international
ights with the improved reach and
use of the internet, convenience of
booking from home and the removal of
credit card fees when booking directly
with an OTA or the airlines website.
> Whilst the online purchase of holiday
products is on the rise, most of the OTAs
have now established agencies or call
centres as an alternate distribution channel.
> Traditional and online distribution
systems will therefore continue to co-exist
over the next few years as the Indian
outbound market grows and matures.
Aussie Specialists
> The Aussie Specialist Program (ASP)
is the primary platform for Tourism
Australia to train and develop
retail agents to sell Australia.
> As at March 2013, there were 790 qualied
Aussie Specialists in India and a further
1,864 agents in training. 75 percent of these
ASPs are based in the cities of Delhi, Mumbai,
Chennai, Bangalore, Hyderabad, and Kolkata.
> New potential Aussie Specialist
agents are identied in conjunction
with airlines and ITOs.
> The Department of Immigration and
Citizenship (DIAC) introduced a Preferred
Agency Scheme (PAS) program for selected
Aussie Specialist agencies, whereby
approved ASP retail agencies are able to
process visa applications according to
DIAC requirements. As at December 2012,
there were 108 agencies under this scheme.
> The electronic lodgement service for
visas is also available to nominated
agents in India. Currently there are
around 25 agents in this scheme.
Inbound Tour Operators
> Several ITOs are active in India.
> Key ITOs for India are Wel Travel, Travel
Maestro, Holiday Pacic, Australian
Outback Travel (AOT), Australian
Tours Management (ATM), GTA, and
Tour East (Qantas Holidays).
Business Events
> Business events travel programs are
generally restricted to the East coast of
Australia and city-centric experiences.
A typical Australian business events
program currently includes three
nights in Gold Coast and/or three
nights in Sydney or Melbourne.
> Business events is a price sensitive
segment, which can result in agents
promoting simpler itineraries
without any value-adds.
> Time, price, distance and air access are
traditional barriers for Australia as a
preferred business events destination.
> Incentives programs are often pan-India,
therefore airline connectivity, capacity
and network reach across different cities
of India are key considerations when
choosing any incentive destination.
> Travel agents are the preferred booking
method for incentive and corporate
groups and have signicant inuence
in marketing and selling destinations.
> Key industries for the business events
sector in India include pharmaceutical,
healthcare, fast moving consumer goods,
insurance, banking, telecommunications,
automobiles and more.
4.1 Distribution system
The Indian travel distribution system is highly fragmented and varied across the country. Whilst there are a few
national retail agencies, most agents are small, independent businesses and contribute a varying percentage of
business to Australia. Anecdotally, 10 per cent of agents contribute 20 per cent of the business to Australia, and
90 per cent of agents contribute 80 per cent of business. Indian consumers are researching and booking their trips
using a combination of traditional travel agencies and online options, however retail agencies still handle the
majority of outbound travel.
INDIA
Distribution
Seasonality
> The peak booking periods for travel to Australia are September to November and February to April.
> The peak travel periods to Australia are May (Indian school vacation) and December (Indian winter holiday, Christmas and
New Year season).
Brochures and rates
Brochure Validity > For Indian summer travel brochures: 1 April to 30 September (contracting starts
November/ December)
> For Indian winter travel brochures: 1 October to 31 March (contracting starts in July)
Brochure Space
Policy
> Medium to large scale Indian agents will request contributions (cash/in-kind) to
feature individual products in their itineraries or brochures
Setting Rates > Rates are set between July to September for winter brochures and from November to
January for summer brochures
Standard Rate
Validity Periods
> For Indian summer brochures: 1 April to 30 September
> For Indian winter brochures: 1 October to 31 March
-70%
-35%
0%
35%
70%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
All Purposes Leisure Business Other
Seasonality of Visitors from India
Source: Australian Bureau of Statistics, Overseas Arrivals & Departures, 2008 to 2012
more than
the
average
V
a
r
i
a
t
i
o
n

f
r
o
m

M
o
n
t
h
l
y

A
v
e
r
a
g
e

A
r
r
i
v
a
l
s

less than
the
average
Avg: 57,264 Avg: 29,862 Avg: 11,540 Avg: 15,862
INDIA
Distribution
4.2 Trends 4.3 Planning a visit to market
Distribution
> Online travel agencies such as MakeMyTrip.
com, Yatra Online, Expedia and Ezeego1
have been increasing market share in the
online space. They are expanding rapidly,
and an emerging trend is their move into
traditional retail stores, in addition to
expanding products and services online.
> While there has been some growth in online
sales of tour packages, sales volume is still
low to date and it is primarily for short
haul destinations.
> Self drive holidays and luxury holiday
experiences are new products being
developed in the market, with support
from Aussie Specialist agents.
Top tips for sales calls
> Sales calls should focus on agents in the
key cities of Mumbai and New Delhi at
least twice a year, and in the secondary
cities of Kolkatta, Chennai, Hyderabad
and Bangalore at least once a year.
> The best time for sales calls is January
to February and July to September.
> For more general information on
sales calls and planning a visit to market,
please see Tourism Australias
Planning for Inbound Success at
www.tourism.australia.com/inboundsuccess
10. Tourism Australia, Australian Consumer Demand Research, conducted by BDA Marketing Planning, 2012
Planning and purchasing travel
> According to ndings from Tourism
Australias Consumer Demand Research
project
10
, when planning a trip to
Australia, Indian respondents would
predominantly use online sources such
as a general internet search, travel
booking and advice websites and the
Government tourism website. After
online sources, respondents would talk
to family and friends who have been.
The use of social media for research was
slightly higher than the average across
all markets suggesting it would leverage
well amongst Indian consumers.
> Consumers are booking trips
using a combination of traditional
distribution operators and online
options. Most consumers will book
through a retail travel agent rather
than directly with product.
> Indian consumers have a short lead
time for booking holidays, ranging
from three to six weeks on average.
> Indians are seasoned travellers and
prefer to plan itineraries prior to travel.
INDIA
Distribution
4.4 Key trade and consumer events
Key Trade and Consumer Events
Event Location Date
India Travel Mission (ITM) Grand Hyatt Goa 25-28 August 2013

Where to Find More Information
Tourism Australias activities in India are managed from Tourism Australias
Mumbai ofce. For more information visit Tourism Australias Corporate website
at www.tourism.australia.com
Australian State and Territory Tourism Organisations operating in India include
the South Australian Tourism Commission, Tourism and Events Queensland,
Destination New South Wales and Tourism Victoria.
Also see:
India Country Brief published by the Department of Foreign Affairs and Trade at
www.dfat.gov.au/geo

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