South Australia has marked record growth in the India market with a surge in its latest visitor and spend numbers. The International Visitor Survey results released by Tourism Research Australia has indicated a 30 per cent rise in the number of Indians travelling to South Australia as of March 2017. Moreover, South Australia also saw an additional spend of AU$ 23million as compared to the last year, which is reflected in the 130 per cent rise in spends. The average year-on-year growth over the last three years, both in terms of visitor and spend figures, has been steadily increasing at a rate of 8.33 per cent and 39.7 per cent respectively.
Data provided by a recent Consumer Demand Project conducted by Tourism Australia indicated that South Australia has been moving up the consideration set of Indians looking to travel to Australia for leisure purposes. According to the report, Kangaroo Island in South Australia has ranked third on Indians’ consideration list after Sydney and Melbourne.
Dana Urmonas, regional director (India and Southeast Asia), South Australian Tourism Commission (SATC), said, “India has always been an important growth market for us and we are happy to see Indians increasingly opting to travel to South Australia. This validates the fact that our programmes in the last two years have paid off. We will continue to focus on the India market and toward this we will be rolling out some exciting initiatives over the next year as well.”
With the recent results, India is now the eighth largest source market for South Australia. Some of the sought after activities in South Australia include the RoofClimb over Adelaide Oval, swimming with dolphins at Glenelg, walking among sea lions at Seal Bay, food and wine experiences at Jacobs Creek or Seppeltsfield and premium stay at the seven-star Southern Ocean Lodge.
SATC will continue to focus on boosting visitors to the state in the next two years continuing its trade and consumer marketing programmes. The target segments for this will include families, honeymooners and independent leisure travellers in the age group of 25-45 in primary markets of Mumbai, Delhi, Bengaluru and Chennai.
