Outbound

NYC aims to maintain numero uno position in US for Indian outbound

Neeti Mehra - New York City

Makiko Matsuda Healy Associate VP, Tourism Development - Asia Pacific NYC & Company

Joseph Fernandes GM (India) NYC & Company

NYC & Company, the official marketing, tourism and partnership organisation for New York City, is intensifying its focus on the Indian market following the recent appointment of Aviareps as its representative in the country. Speaking of its foray in the country, Makiko Matsuda Healy, associate VP, Tourism Development - Asia Pacific, NYC & Company says, "It is part of our global expansion plan, based on Mayor Bloomberg's goal to achieve 50 million visitors by 2012, with new budget allocation. Looking at the future market mix, India is definitely one of the key emerging markets for NYC."

India currently ranks 15th in terms of international visitor volume, and the YoY growth of 2007 over 2006 has been 47 per cent. "Indian visitors stay longer (13.6 nights on an average) and have high economic impact per visit; Indians spend $1,693 on an average as compared to Britishers who spend $1653," says Healy.

The company will focus on MICE, and pre and post family vacation opportunities, as well as the VFR traffic. She adds, "NYC is the number one US destination for Indian visitors, and accounts for 27 per cent market share of all Indian arrivals to the US."

Speaking of its India strategy, Joseph Fernandes, GM (India), NYC & Company, says "Of the total Indian outbound market, Mumbai and Delhi constitute 50 per cent plus of the market share. We will focus our attention on these two key markets and the catchments area around." The other cities will be looked at on a priority basis.

The marketing strategy will include workshops, training seminars, roadshows, FAM trips for the media and trade, as well as trade show participation and consumer promotions. "We see a lot of synergy and value in joint promotions with airlines (flying to NYC), tour operators, consumer brands, television travel shows, etc," says Fernandes.

NYC & Company is in talks with a few potential partners that include airlines, tour operators as well as GDS companies for joint marketing promotions. "Our goal is to maintain the position of being the numero uno US destination for Indian visitors, surpass the growth rate of Indian visitors to the US, and expand and deepen the Indian visitors' NYC experience," Healy concludes.