South Australian Tourism Commission eyes India as a key market


The South Australian Tourism Commission for the first time brought in six tour operators to India for India Travel Mart in Jaipur and then conducted a press meet in Mumbai. The six tour operators include Adelaide Oval, Exceptional Kangaroo Island, Tourism Kangaroo Island, The Louise, Limestone Coast Tourism and Jacob’s Creek.

Talking exclusively to Travel News Digest, Dana Urmonas, Regional Director for SEA and India, South Australia said, “This is for the first time that we have seven South Australian tour operators come to India. This really shows how India has become a key market for us. South Australian Tourism Commission is investing time and money to get to know the buyers here.”

South Australian Tourism Commission does a variety of activities to promote tourism. Last year, the tourism commission hosted famous couple Karan Kundra and Anusha Dandekar and showed them high-end luxury experiences. The couple did roof climbing in Adelaide Oval, went to Barossa – main winemaking region is also known as the wine capital of Australia and Kangaroo Island – a zoo without fences. This year in June, South Australian Tourism Commission hosted cricketer Zaheer Khan and Bollywood actress Sagarika Ghatge. They too travelled to similar locations.

Apart from hosting these two famous couples, South Australian Tourism Commission focused in the digital space, organised media  FAM trips and worked closely with travel agents, informed Urmonas.

Some portions of the upcoming edition of Masterchef Australia was shot in South Australia, which will be aired in India in mid-September, confirmed Urmonas. “You will see few South Australian activities in Masterchef Australia. We have also engaged with the host of the show, Gary Mehigan, who is also our tourism ambassador for this year. He will be matching food and tourist destinations which is an excellent combination. We are rolling out some videos with him where he is talking about the destination and have also invited him to come to India. He is expected to come here by the end of next month and will be doing a media briefing.”

Urmonas stated that the South Australian Tourism Commission is majorly focusing on leisure segment, which is more on the higher end from India. Mostly couples and young families are our targets.

In 2017, South Australia received 12,000 visitors from India spending 28 million.

Currently, India ranks 11th for South Australia when it comes to arrivals. UK is the No. 1 market for South Australia, followed by China and U.S.