Australian hardsell

Tourism Australia chairman Tim Fisher recently paid a week-long visit to India and Bhutan. ‘‘It’s full steam ahead for India-...

Tourism Australia chairman Tim Fisher recently paid a week-long visit to India and Bhutan. ‘‘It’s full steam ahead for India-Australia tourism. Tourism is a win-win situation for both countries and the tourism test stake is big,’’ Fischer said.

Fisher, like any other cricket fan, is eagerly waiting for the third test match between India and Australia in Nagpur. He realised the potential of ‘cricket tourism’ when the Indian team toured Down Under last December. ‘‘The Swami army and curry crusaders (Indian fans) are much better behaved than the Balmy Army (British fans),’’ Fischer said.

The potential of cricket tourism surprised many in Australia. ‘‘Last December, we saw a significant increase in incentive groups from India. Many companies are using sports events as incentives for their achievers,’’ he said. Tourism Australia is now all set to capture the incentive market. ‘‘The tourism segment business is growing in Australia and we are getting lots of groups from India. Sydney is a popular destination with many incentive groups. The good thing is that you can cover the entire country within four to five days and we have packages that will suit all types of budgets.’’

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Moving forward, Tourism Australia plans to actively work with Indian tour operators who specialises in incentive packages. The organisation also plans to undertake niche marketing activities and promote gourmet tourism in a big way.

According to Fisher, even though Indians are flocking to Down Under in large numbers, there is still a lot to be done. ‘‘Australia only gets 1 per cent of the Indian outbound market. Our immediate objective is to double this,’’ he said. Recounting his travel experiences in Bhutan, he says, ‘‘The country has noisy dogs and narrow roads. But it also provides lot of tranquility. The people are very friendly and the King of Bhutan is quite popular with his subjects.’’

Bollywood and Balaji Telefilms have already touched the Australian shores. Farhan Akhtar’s blockbuster Dil Chahta Hai and parts of Balaji’s popular soap, Kahani Ghar Ghar Ki, was shot in Australia.

There’s some good news for Bollywood. ‘‘Bollywood is more welcome than Down Under,’’ Fischer said, adding ‘‘we have facilitators at state levels who expediate processes related to shoots. If Bollywood wants to tap the Opera House, that can be arranged for. We will put all stops and ensure Bollywood has a hassle-free shooting experience from Darwin to Adelaide.’’

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The country is also becoming an important study destination for Indians. Many Indian students are going there in large number for higher studies. Back-pack tourism is also making its presence felt. ‘‘We have subsidised many offerings to students and have also lifted the standards of back-pack hostels across Australia,’’ Fischer said.

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