The business of wooing Indian travellers is getting serious. Brand USA, a public-private partnership that promotes US as a tourist destination, plans to visit India this week with a delegation to “re-kindle holiday makers’ love affair with US”.
Earlier this month, a tourism campaign funded by the European Commission was launched to promote the destinationto travellers, especially from emerging markets such as India and China.
Meanwhile, Lonely Planet is launching travel guides written especially for Indian travellers.
According to the Ministry of Tourism, about 14.21 million outbound travellers departed from Indian airports in 2011. United Nations World Tourism Organisation (UNWTO) estimates that by 2020, nearly 50 million Indians would travel abroad. The growing number of Indians who aspire to experience international destinations as well their propensity to make higher spends when holidaying, have made India a favourite with tourism boards and international hotels.
Brand USA expects nearly 1.3 million arrivals from India by 2016, from about 6.60 lakh in 2012. In 2011, Indians are estimated to have spent $4.4 billion in the US.
Take, for instance, a destination like Australia. From 41,000 in 2000, Indian arrivals to the destination have grown to 1.48 lakh in 2011. And these tourists spent as much as Australian $ 867 million in this year, up 9 per cent from last year.
Nishant Kashikar, Country Manager, Tourism Australia, said, “We expect nearly three lakh arrivals from India by 2020.We expect Indian outbound segment to witness the second fastest rate of growth after China.”
The country recently launched its long-term strategic plan to tap into the Indian outbound market and increase tourist spends as well as the number of travellers in Australia.
Travel packages
Travel operators, too, are bullish on the aspirations of Indian travellers.
“Weakening of the rupee and rising air fares have made accommodation and shopping expensive. However, this has not deterred Indian travellers from planning holidays abroad. We have received considerable bookings in advance for the winter season. Travellers for international destinations are opting for shorter vacations,” said Daniel D’Souza, Head, Sales, B2C-Tour Operating, Kuoni India. Firms such as Kuoni are offering discounts on winter packages much in advance.
Even the domestic hotel industry is taking note of the growth in outbound tourism. In its latest annual report, Indian Hotels Company (IHCL) said, “Recent competitiveness in international airfares and strengthening financial health of Indian people has resulted in destinations such as Europe, South East Asia and Australia becoming more affordable to the average Indian traveller. This has increased outbound travel and presents a risk to the domestic segment for leisure resorts.”