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Targeting
the travel industry with a focussed approach is the success
story for the Australian Tourist Commission (ATC). With the
Aussie Specialist well in place, the recently concluded India
Travel Mission conducted by the ATC had more than 120 travel
industry representatives from eight Indian cities meet up
23 Australian tour operators.
The
23 Australian participants varied from inbound tour operators
like Australian Vacations, Aussie Destination Tours, Holiday
Pacific to hoteliers like Courtyard Marriott Surfers Paradise
Resort, Legends Hotels, Pacific International Hotels, region
representations from Sovereign Hill, Tourism New South Wales,
Tourism Queensland, Tourism Victoria, cruises like Captain
Cook Cruises, Sunlover Cruises and even theme parks like Dreamworld,
Philip Island Nature Park, Warner Village Theme Parks, Wonderland
Sydney and even Skyrail.
All participants were bullish on the Indian market. Indian
agents were made aware of new avenues and destinations that
could be marketed down under. The event was split into two
modules; the first had 75 product planners meet every buyer
for a brief session of 15 minutes and the second had 58 Aussie
Specialist agents meet up the buyers. Agents were brought
down from cities like Delhi, Ahmedabad, Chennai, Hyderabad,
Kolkata, Pune and even Mumbai to the venue.
What was the planning behind the Mission? Explains Maggie
White, general manager for South and South East Asia, ATC,
“We looked at the logistics, costs and duplication of
efforts required to host a travel mission in multiple cities
and we decided that it would be more cost effective to have
it at a single venue. Besides, we are looking at a mature
traveller. This could be reflected by the figures to Australia,
which till June 2002 was 47,300. This is an increase of 16
percent over 2001. So, the Travel Mission apart from being
an excellent networking ground, has also become an incentive
for travel agents who support us. Subsequently, through the
event we ensure that both the front liners and product planners
have a solid understanding of Australia’s tourism industry.”
Elaborating on ATC’s plan, Stephen Cheah, business development
manager - South and South Asia, ATC, said, “With three
successful Travel Missions undertaken, the ATC plans to hold
the next Mission for its Indian counterparts in Australia
next year. Tourism is a big turnover industry for both Australia
and India, so, this one-stop event helps us reach out to a
target audience and capture the requisite numbers.”
Concluding for most Australian participants, India is still
a growing market. This was apparent in the number of special
packages of tour operators designed to suit Indian needs and
the number of hotels which had a GSA representing them in
India. Many more are contemplating a GSA in the country. The
India Travel Mission provided Australian participants an opportunity
to understand the Indian market and help them cater to their
needs.
People
Speak
David
R Smith-Frowd, General Manager - Sales and Marketing, Pacific
International
The India Travel Mission was beneficial to
us in terms of both quality and quantity since it provided
a national platform for interaction. However, where the outcome
of the event was concerned with the format that we worked
within is not meant for transacting direct business, but it
provides an opportunity to evaluate the needs, maybe repackage
the product (if need be) and market the same to the buyers.
However, from our point of view we are very much satisfied
with the present format as it does take care of the attractions,
the inbound tour operators and accommodations like Pacific
International. This by the way is a revised format where instead
of the sellers travelling from city to city, the buyers from
all over India were housed at the venue and provided us a
totally captured audience.
Richard M Saul, General Manager, Courtyard by Marriott Surfers
Paradise Resort
I was delighted with the ATC Travel Mission.
It was well attended by leading Australia Travel Specialists
and their staff. While, it is too early to quantify the success
of the visit from my perspective as an exhibitor, judging
by the level of interest and knowledge of the travel industry
people I met and by the inquiries I have received since, it
may well be one of the best events of its type I have attended.
Tarun Malhotra, manager - incentive groups, Orbit Tours &
Trade Fairs (P) Ltd
The ATC’s India Travel Mission was a great
event and provided agents a perfect platform for interaction.
From an agents point of view, we certainly obtained the requisite
information in a very comprehensive manner. The event opened
up our horizons with regards to what Australia as a destination
can offer from the the West and East coast. We also were provided
options with regards to new avenues in Australia. There is
a lot of business potential perceived through these even.
We expect to generate business of at least 15 to 20 per cent,
from the ITM.
Himanshi
Munshaw, R&D Executive (Aussie Specialist), Beacon Holidays
(P) Ltd
The ATC recently conducted a FAM trip to Australia,
so having visited the destination, we covered all the agents
that were brought down to India. The meeting basically helped
in more of a recall value. However, it was well organised.
Though the products were the same, they were presented well.
These kind of events augment buisness to a certain extent.
But, what I would like to highlight was that the ITM conducted
the first time was extremely useful to practically all agents.
Another aspect is that ATC’s timing for ITM is just perfect
for the Indian travel trade.
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