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India is now our fastest growing tourism market

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With double digit growth in both visitation and visitor spend, India is now Australia’s fastest growing market, according to the latest International Visitor Survey released today.

Visitation from India is up 14.6 per cent to 342,694 and spending up 12 per cent to $1.7 billion.

Minister for Trade and Tourism Simon Birmingham said India continues to demonstrate why it is a crucial market for Australia.

The new survey revealed strong growth in new and emerging markets, spearheaded by a record number of tourists from South and South East Asia.

“With its emerging middle class, proximity to Australia, improving air access and increasingly competitive airfares there is definitely further opportunity to expand South and South East Asia’s tourism potential,” Senator Birmingham said. 

“Travellers from India, Singapore, Malaysia and Indonesia already account for more than 1.3 million international arrivals each year and inject more than $5 billion into the Australian economy.” 

Record spending

Senator Birmingham said Australia’s tourism industry continued to show solid growth with more than 8.5 million international travellers spending a record $44.3 billion to the year ending March 2019.

“Australia remains a highly sought-after destination among international travellers, with international arrival numbers and visitor spending both at record levels,” Senator Birmingham said.

“Our $136 billion tourism industry is such a vital part of our economy, with nearly 45,000 tourism jobs created over the past five years and 43 cents of every visitor dollar now spent in the regions.

“Whilst some markets are showing maturity or the importance of our focus on high value travellers, in others we’re starting to see stronger growth, including Japan, Taiwan, and across South and South East Asia.”

New tourism campaign

Last year the federal government launched an UnDiscover Australia campaign to encourage travellers from South and South East Asia, as well as in Japan, to experience “the more unusual, unfamiliar and unexpected destinations” in Australia.

“Undiscover aims to challenge travellers’ perceptions and stereotypes of Australia by showcasing unusual and unfamiliar attractions and experiences,” Senator Birmingham said.

“Whilst we still want travellers to visit our hotspots, we also want them to spend an extra few days or week to visit some of our more untapped regions.

“Since its launch we have seen a 60 per cent increase in conversions with airline partners, while early brand tracking results indicate that the campaign is having a positive effect on consumers in terms of intention to visit, desirability and fashionability.”

Senator Birmingham said the government is continuing to deliver record funding to Tourism Australia for campaigns such as Undiscover to attract more international travellers.

“A booming tourist sector helps contribute to a stronger economy and create more Australian jobs,” he said.

The International Visitor Survey results are available at: https://www.tra.gov.au/International/international-tourism-results.

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