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| July 7, 2012 | Tourism Australia leaning on cricketers, Bollywood stars to lure more Indian travellers | | Sydney: Australian tourism officials are targeting
Bollywood stars and cricketers to attract more Indian travelers to visit the country.
Tourism Australia is targeting Delhi and Mumbai because the cities not only have
an emerging middle class but also India's highest concentration of affluent households.
"We have put a huge effort into attracting tourists from China recently and the
next cab off the rank is India ," the Sydney Morning Herald quoted Minister for
Tourism, Martin Ferguson, who unveiled an India 2020 strategic plan last month
at the annual Australian Tourism Exchange in Perth , as saying. The plan meant
that Tourism Australia's "There's Nothing Like Australia" campaign will be rolled
out in Delhi and Mumbai along with extensive advertising on TV and digital channels
as well as print, the paper said. Tourism Australia will reportedly be spending
5 million dollars on the India campaign in the next year and will also use cricketers
and Bollywood stars to spruce the virtues of holidaying in the Pacific-continent.
Cricketers such as Steve Waugh and Brett Lee have already acted as advocates in
the past, and more Australian Indian Premier League (IPL) players may be recruited,
the paper said. India , along with China , has one of the world's fastest-growing
outbound travel markets, while more than 50 million Indians are expected to take
overseas trips by 2020. India is also Australia's 11th-biggest inbound tourism
market, bringing in 148,200 visitors who spent 867 million dollars last year,
but by 2020 officials say that could reach 300,000 visitors spending 2.3 billion
dollars.
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