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Queensland sees increase in business from tier two markets in India

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Paul Buggy

Paul Buggy, international director, Tourism Queensland for India, Middle East and Korea during his recent visit to India informed that while the business is still predominantly generated from Delhi and Mumbai, there has been an increase in business from tier II cities as well.

“In the period between June 2011 and June 2012 we have seen an increase of 15 per cent in leisure visitors with 30,000 Indians visiting Queensland. Our aim is to sustain this growth through the next financial year by executing our five-pillar strategy,” he added. The five pillars include trade engagement, airline relationships, public relations, digital marketing and consumers. Gauging the need for new experiences for Indian travellers, special emphasis will be laid on the digital approach to create brand awareness.

Indian visitors to Queensland have grown at a compound annual growth rate of 7.5 per cent since 2010 and the market has great future growth potential. Tourism Queensland for 2013 is looking at a target group between the age group of early 30s to mid 50s. “These include families, honeymooners, DINKs and even MICE,” Buggy said. To further tap the India market Queensland premier Campbell Newman announced that the state will be the host for India’s exclusive Maharaja Cup polo tournament in 2013.

Tourism Australia has prepared a target for 2020 and all states including Queensland have their goals set for the same.

He said, “We are looking at strengthening our infrastructure and communications strategy.” Buggy was in India for Tourism Queensland’s annual roadshow, Queensland on Tour 2012.

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