Plenty of demand from India, but conversions are a challenge: Tourism Australia | Mint

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Industry experts discuss key challenges in converting ‘latent demand’ from India into revenues.

Despite strong demand from India, Tourism Australia is facing challenges in converting this interest into actual bookings. The country's tourism body recognizes the importance of the Indian market and is working on strategies to address these conversion issues.

Tourism Australia's Regional General Manager, South and South East Asia, Nishant Kashikar, highlighted the need to understand the specific needs and preferences of Indian travelers. He emphasized the importance of creating tailored marketing campaigns and products that resonate with the Indian audience.

One of the key challenges is the lack of direct flights from India to Australia. This issue makes it difficult for Indian travelers to plan and book trips to Australia. Tourism Australia is working with airlines to explore options for increasing direct connectivity between the two countries.

Another challenge is the perception of Australia as an expensive destination. Tourism Australia is working to address this perception by promoting value-for-money experiences and highlighting the diverse range of affordable options available in Australia.

Despite these challenges, Tourism Australia remains optimistic about the potential of the Indian market. The country's growing middle class and increasing disposable income make it a lucrative target market for Australia's tourism industry.

Tourism Australia is committed to working with industry partners in India to overcome these challenges and convert the latent demand into actual bookings. By understanding the needs of Indian travelers and developing tailored marketing campaigns, Tourism Australia aims to increase the number of Indian visitors to Australia.