Spends by Indian visitors at an all-time high in South Australia

NEW DELHI: South Australia witnessed a positive leap in expenditure by Indians with an 87% increase for the year ending December 2016, reaching AUD 28 million. According to the latest International Visitor Survey results released by Tourism Research Australia, Indians spent an additional AUD 13 million in the state compared to the previous year. Maintaining a healthy growth, the total expenditure has been on an upward trend with an average increase of 15.8% over the last three years.

The increase in spends can be attributed to the number of accolades that the state won over the last year, including 5th Best Region to Visit in 2017 by Lonely Planet, and a shift in travelling habits by Indians who are now looking to spend more on experiences. Recent initiatives by the South Australian Tourism Commission such as trade partnerships offering tour packages and digital marketing programs have helped boost awareness for a variety of experiences and activities the state has to offer Indian travellers within its key destinations which includes Adelaide, Kangaroo Island, Barossa and Adelaide Hills.

Speaking about the results, Dana Urmonas, Regional Director (India & Southeast Asia), South Australian Tourism Commission says, "Over the last year we have seen many more Indians signing up for experiences and breaking away from touristy activities. South Australia offers a cool blend of abundant wildlife, picturesque beaches and landscapes and brilliant food and wine, so travellers can really enjoy the best of Australia in one state. India is among our top 10 source markets and we hope to continue attracting more visitors and sustain the momentum built.”

A recent Consumer Demand Report released by Tourism Australia shows that Indians travelling to Australia are looking to enjoy beauty and nature, family friendly activities and beaches and marine wildlife. South Australia, which ranks high on these factors, has been steadily moving up the consideration set with Kangaroo Island ranking number 3 among the most considered Australian destinations, after Sydney and Melbourne. Activities such as the RoofClimb over the iconic Adelaide Oval, swimming with dolphins at Glenelg, walking among sea lions at Seal Bay, food & wine experiences at Jacobs Creek or Seppeltsfield and premium stay at the 7 star rated Southern Ocean Lodge are unique to the state.

Over the next 2 years the SATC will be focussing on continuing its trade and consumer marketing programs to push up visitor numbers to the state. Target segments include families, honeymooners and independent leisure travellers in the age group of 25-45 in primary markets of Mumbai, Delhi, Bangalore and Chennai.