KAHINI CHAKRABORTY – Mumbai
After successfully launching its ‘Melbourne Now’ digital campaign last year inviting travel agents to submit their proposed itineraries to highlight the city, Visit Melbourne has now entered its second phase of the campaign. The tourism board is not only looking at increasing the length of stay of travellers but also Indian footfalls to the destination. Recording 71,000 Indian visitors last year, it is aiming at attracting 1,29,000 Indian visitors by 2021. To achieve the same, the tourism board invited well known Indian photographer Atul Kasbekar to capture the destination’s offerings. These images were unveiled at the end of a roadshow held in Mumbai. The pictures would be used for Visit Melbourne’s promotional campaigns this year, informed Lousie Asher, minister for tourism and major events, Government of Victoria on the sidelines of the event. She also mentioned that India was the first country to be invited for such an initiative.
She added, “The campaign has helped to develop new and innovative travel itineraries which were submitted by travel agents and an online campaign on Facebook. As part of the second phase of the campaign, 15 winning agents from Mumbai, Delhi, Bengaluru, Kolkata and Pune will work closely with the tourism board to promote these itineraries and destination in a joint marketing initiative.” Elaborating on the current travel trends in the market, Asher opined, “India is a fast growing country and we being in a competitive market scenario need to constantly devise new ways to attract visitors. The new itineraries have attractions and things to do in the city for four-five nights which are aimed at increasing overnights in Melbourne while otherwise it is seen that travellers opt for two nights stay.”
“April to June is the popular season among families while November to December is for honeymooners. We are working closely with Indian travel agents, especially niche operators to increase footfalls from India during lean seasons. We are also seeing growing number of travellers who belong to the double income no kids (DINK) segments to the destination,” informed Celia Ho, regional manager-South and South East Asia, Tourism Victoria.