‘Our Aim Is To Raise The Profile Of Melbourne As A Destination’

Celia Ho, manager - South Asia, Tourism Victoria in conversation with Charmaine Fernz talks about what Victoria holds for the discerning Indian traveller

How does Victoria plan to tap the Indian market?

We have for the first time taken up a public relations agency in Mumbai, India. The agency will target key media to raise the profile of the Commonwealth Games in 2006 and integrated with this, the destination's desirability of Melbourne, Victoria. The other facets would include organising journalists' visits themed under Commonwealth Games, work ing closely with Tourism Australia to continue to build destination awareness of Australia and Melbourne, Victoria and finally, supporting the travel trade through increased awareness of the destination, hence, increasing interest and demand towards Destination Melbourne.

What are the marketing strategies being adopted?

We will be looking at the discerning Indian traveller planning to travel to Australia to include Melbourne in their itinerary. To begin with, we would look at key markets like Mumbai, Delhi and Bangalore throughout 2005 to enhance our destination exposure and thereby increase the numbers travelling to Melbourne.

On the trade front, Tourism Victoria will continue working closely with Tourism Australia to support the Aussie Specialists through attendance at the India Travel Mission, familiarisation programmes and regular in-market visits to assist travel agents in their itinerary planning on Melbourne, Victoria.

What is Victoria's USP for Indians?

Known for its strong multicultural society, Melbourne has been named the world's most liveable city on a number of occasions. The city is also recognized as offering a great spread of the world's great cuisine, serving meals from the substantial and classic to the truly exotic.

Melbourne's events calendar is full of exciting festivals, shows and sporting action. And these are not just any events - they are the best the world has to offer. Melbourne is also reaffirming her position as a major international shopping destination. Besides that, the state also has an impressive range of cultural tourism activities, beautiful natural attractions and enticing regional experiences - with easy accessibility, which we would highlight to our Indian audience.

Who would be your target clientele?

Our target clientele are upscale family groups, young singles, DINKs (Double Income with No Kids). We have great family attractions such as Phillip Island's penguin parade, gold panning in Sovereign Hill, hand-feeding kangaroos in Ballarat Wildlife Park and strawberry picking in Mornington Peninsula. The Melbourne aquarium and museum are both educational tours and provide fun and interaction amongst parents and children.

What are Tourism Victoria's India targets for the coming year?

Since 1994, the number of Indians visiting Australia has grown rapidly and for the year ending June 2004, Victoria holds a 32 per cent market share. With more than 200,000 Indians now residing in Melbourne and a significant number of Indian students studying in Victoria, we believe there will be strong interest in travel to the state leading up to the Commonwealth Games and beyond. Through travel agents' increased knowledge and confidence about destination Melbourne, Victoria, we plan to achieve higher traffic and longer length of stay to Melbourne, Victoria. We also plan to heighten consumers' awareness and desirability of destination Melbourne, Victoria through public relations and media activities