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September 2, 2011 – As part of Tourism Australia’s new marketing strategic approach — 2020 Tourism Industry Potential — a Victorian delegation made up of Victoria’s hoteliers and tourism officials went on a three-day visit to India in order to promote to Indian tourists Victoria and Australia as the incentive travel and business events destination as well as attract these Indians to apply for travel visas to Australia.

Background:
Tourism Australia is a statutory authority of the Government of Australia, responsible for the international and domestic marketing of Australia as a destination for leisure and business travel as well as provides marketing, research, tools and resources to the Australian tourism industry to effectively market Australia to the global market.
In order to improve Australia’s tourism industry’s performance and competitiveness in order to double the value of Australia’s tourism industry to $140 billion by 2020, Tourism Australia has launched its new marketing strategic approach, the 2020 Tourism Industry Potential.
The 2020 Tourism Industry Potential is a rallying call to Australian industry and governments to focus on increased returns from the tourism industry by focusing on overnight visitor expenditures.
In order to order to achieve the 2020 Tourism Industry Potential, Tourism Australia has focused the majority of its global marketing resources on markets which can bring the greatest potential for tourism growth to 2020.
Garden State Tourism Strategy
As part of Tourism Australia new marketing strategic approach to reach out to the corporate community and encourage incentive travel to Australia through a wide range of activities, the Tourism Victoria delegation had went to India on a three-day visit.
Tourism Victoria is a not-for-profit industry association responsible for the development and promotion of tourism in Greater Victoria.
Tourism Australia has recognized India in its recently released 2010 Tourism Industry Potential report as one of the key markets which will help drive the future growth of the Australian tourism industry and is anticipated to generate between $1.5 billion and $3 billion of incremental growth in overnight expenditure by 2020.
The India market is currently one of the most promising tourism markets for Australia’s tourism future as it is currently ranking 11th in terms of international visitor arrivals with Indians granted with travel visas Australia.
Victoria alone has seen 59,000 visitors with travel visa Australia from the sub continent from the total 1,340,000 Indian tourists who have visited it during April 2010 to March 2011.
According to Tourism Victoria Regional Manager South and South East Asia Celia Ho, India has become a key tourism market for Victoria, expecting up to 15 per cent growth of Indian visitors with visas to Australia.

Source:
ibnlive.in.com