The aftermath of the Explore India Year 2000 has seen a dramatic rise with 90,456 tourists from Australia visiting India during that year. It was the year when Australia overlook India's traditional markets like Japan, Geramny, France and Italy to be number 4 behind the UK, USA and Canada - countries with far large populations. "While figures are not in 20021, it is quite likely that you may have helped us get to NO. 3!" Anil Oraw, of India Tourism Sydney, told members of the Australian Federation of Travel Writers at their luncheon meeting held at Sydney's popular Bhanjara restaurant.

For India to have a market share of almost 3% of the outbound market from a country the size of Australia with a population of under 20 million is truly remarkable.

When inbound figures from elsewhere are declining, Australia has provided average increase each year, for the past 5 years, upwards of 20%. Talking to the enthusiastic Mr. Oraw during the afternoon, one came away with the feeling that there is not much that India dies not offer. From Himalayan skiing to a camel safari, from white-water rafting and snorkeling, to yoga and meditation, with a unique choice of accommodation that spans the country from palace hotels to houseboats, mountain chalets and jungle lodges to Himalayan spa resorts. India truly comes across as a land for all reasons and all seasons. A quick of the website. www. tourismofindia.com is pretty convincing

New Areas Promoted

" Because of the diversity of India we are introducing packages to lesser known areas to provide a range of new experiences. Areas in the North East like Arunachal Pradesh and Mizoarm have enormous natural resources for eco-tourism products.

In Kerala, refurbished rice boats that take tourist backwater cruises around the lagoons are also attracting attention, as are yoga and natural health resorts. The Ananda Royal Spa, set on the grounds of a maharajah palace (www.anandaspa.com) in the Himalayas, has made a fine art of taking the best from ancient medical text to work on mind and body in the most sublime surroundings.

"Goa with its internationally renowned beaches and Portuguese flavour has begun to attract Australians and packages are being tailored to meet the needs of this market. Perhaps not for a complete holiday, but just for a bit of relaxation at the end of a hectic trip" said Mr. Oraw.

"Prices in India are still very competitive," he added when asked about the effect of the metro cities of Delhi, Bombay, Calcutta and Madras, you could easily find a room in a good hotel for US$80 or less. We are still very god value for money. And with the post September 11 decline palace hotels with a 50% discount."

Credible Publicity

He said "India is not an impulse buy. People from this area their decisions over a period of time and they choose India because they want new experiences. And that's where our friends in the media have helped, by letting Australians share experiences that lend credibility to India's wide array of attractions. And for this we are most grateful."

The promotional push is based on the theme "FOLLOW THE TRAIL OF TIGER: EXPLORE INDIA". It included a comprehensive program of print, electronic and outdoor advertising with a common theme. Special promotions with increasingly popular Indian restaurant used colorful placements and coasters - all of which directed people to India's website or its Sydney office.

Before the Sydney Olympics, locals were concerned about the influx of visitors, so the campaign offered exotic India getaways to avoid begin stuck in traffic!

During the Olympics, attractive outdoor sings at railway junctions for changeovers to the Olympic sites were seen by millions - with "palatial" options were one could relax and "spoil yourself" after the excitement had died down.

An attractive educational kit was developed for travel agents which included an information-packed CD-ROM, a promotional video, a sample of Indian music, a brochure and some Point-of-Sale pieces.

This campaign has captured the imagination of consumer and has been supported by a highly credible endorsement by that lover of India, mountaineer and adventurer, Sir Edmund Hillary. "We are fortunate that he did not do it for commercial considerations" Oraw told gathering "but to put it in the great man's words - to give back something to a country that has given me so much."

Oraw is particularly proud of the Tourist office's achievement over the years. "From a marketing standpoint, Australians have an average stay of almost 30 days, are mostly FITs and India's biggest spenders according to an international study undertaken recently."

For more information please contact:

ANIL ORAW 9264 4855 Indtour@ozemail.com.au