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India Travel Mission 2008 to be held in Chennai in September

Tourism Australia registered a 26 per cent growth (10,000 Indian tourists) for the period January – April 2008 over the same period for 2007 bringing the total number of Indian tourists to 37, 400 for the first quarter of 2008. The year also witnessed a successful TABEE in March and ATE 2008 in June. Following these proactive events, Tourism Australia is now gearing up for the much-awaited India Travel Mission, which is going to be held in Chennai from September 22 – 26, 2008 at a Taj Property (which was being finalised at the time of going to print). ITM 2008 this year will witness participation from around 140 agents across India and 50 suppliers from the Australian travel industry.

Talking about the initial development on ITM, Abhilasha Jain, Manager India, Tourism Australia said, “We did decide on Chennai due to the space availability, connectivity and surrounding tourist options of the state. We always try to bring in a unique destination, which can be explored by the delegation.”

ATE 2008 that concluded in June had an Indian delegation of 12 participants from the travel trade and media. ATE 2009, which is being held in Melbourne (dates are yet to be finalised) will be held close to Trenz as it facilitates better attendance at both events. Elaborating on Tourism Australia’s plan in the coming months, Jain mentioned, “We would be officially opening our office in Mumbai in November this year. The latter part of this year will also witness the launch of `Australia,’ the movie’ around which there will be a lot of promotions globally including India.”

The concept of using `Australia,’ the movie is showcasing a destination in its entirety through the big screen. Though it will attract a niche audience there is potential. “We will be highlighting the romance and adventure elements from the movie post which once the movie is released we will then promote the destination as experience the movie through the destination. This strategy will be adopted next year once the movie is released, which will in November 2008,”added Jain.

With a target of 113,000 Indian tourists for 2008, Tourism Australia will be focusing on its primary markets, which are Mumbai and Delhi followed by secondary markets such as Ahmedabad, Bangalore, Chennai, Hyderabad, Kolkata and Pune. The target segments still remain the family, followed by the honeymoon and MICE segments.

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