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October 27, 2011 – Hoping to cash in on the growing middle-class Asian market, Australia Government Tourism marketing agency, Tourism Australia, is set to unveil a new campaign that is planned to drive more business from India’s wealthy middle class.
The new campaign is set to target high-spending Indian travelers to visit Australia on Australia visiting visa.

One should note that the Indian market is a lucrative market but was damaged by the much-publicized violent attacks on Indian students in Melbourne and Sydney in 2009 and 2010. This has resulted in a drastic drop of the number of applicants for the student visas to Australia and tourist visa to Australia as Indian students and their families felt threatened by the attacks.
Aside from repairing Australia’s image, Tourism Australia also wants to triple the number of visitors on travel visas to Australia by 2020.
According to Andrew McEvoy, Tourism Australia’s managing director, Australia was considered as a very welcoming nation and has been a favored destination to Indians; however, because of the attack, Australia’s image was destroyed and now it has not completely recovered.
Tourism Australia is using an MTV Bollywood couple shown as honeymooning in Australia as sort of the front people in their advertising.
Furthermore, Mr. McEvoy stated that a lot of work has been done by Tourism Australia in their effort to rebuild the nation’s image; and with the High Commission also doing a great job in rebuilding the nation’s image, Tourism Australia is certainly back on track.
Indian travelers and students coming into Australia on travel visas Australia are currently worth between $800 million and $820 million to the Australian economy.
Around 145,000 Indians on travel visa Australia are expected to visit Australia including students and holidayers, visiting friends and relatives, and business, McEnvoy sated.
Tourism Australia thinks that by 2020, the number of Indians would triple to about $2.4 billion at its best. This would mean that there would be 400,000 Indians coming to the country on travel visas Australia … a mix again of education, holiday, business and visiting friends and relatives, McEnvoy further said.

source:
abc.net.au