Outbound tourism from India

A report2015

Presented by : AZ Infotech, Bangalore

Outbound tourism from India

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Outbound tourism trends

Trends in destination preferences

Understanding the outbound tourist

Outbound tourism from India

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This report is basis secondary research of information in the public

domain, the sources being listed in the appendix. This is to be used

only for internal consumption as publishing any of this information

may lead to copyright issues. This report details trends of outbound

tourism from India – destinations, purposes and spends. It also

uses past trends to predict the outbound tourism market till 2020.

Sujay Misra

Preface

Outbound departures from India is projected to reach 35 Million by 2020

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In 2014, there were 18 Millionsoutbound tourist departuresfrom India

Indian outbound tourism hasseen significant growth in thelast 5 years

Outbound departures fromIndia is growing at a rate of11% per annum YOY

Continuing at this growthrate, outbound departuresfrom India will double

18 million outbound tourist departures from India in 2014!

Much larger potential as only 1.5% of Indians travel out of country !!!

Indian traveller is a high spending traveller

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India travellers likely to become second biggest spenders in the world (next to Chinese)

India has become one of the fastest growing outbound travel markets in the world –ranked 23

rdin 2012 by UNWTO in terms of international tourism expenses

Total spends (less transport spends) by Indian outbound travellers was US $12.3 BN in 2012– up 50% from 2007 in USD terms and 70% in INR terms

In 2013 this was US $17 BN in 2013 – 40% growth YOY predicted to be USD 91 BN by 2030

Average spends per trip per person rangesbetween USD 800 to USD 1000 (Some studiesestimate this to be as high as USD 1700 per trip)

US reports average spends of USD 4650 per tripfrom Indians travellers in 2012

This is thrice the spends reported by Indiantravellers to UK ie., USD 1570

Canada reports little over USD 1000 per trip

Mix of modest budget VFR and high budget Business traveller

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Business travel represented the strongest growth in travel from India, with an almost five-fold increase in travel expenditure for business reasons over the past five years

In UK Pounds Business VFR Holiday

No. of Nights per trip 22 31 6

Per day spend in GBR 82 17 86

Total spend per trip 1790 533 484

Average trip length & spends – Indians travelling to UK, 2012

Averages hide differences acrossdifferent segments of travellersout of India

Indian traveller abroad is dividedinto 3 segments – businesstraveller, VFR (Visiting Friendsrelatives) and the essential tourist,apart from Indian studentsstudying abroad

Business traveller is the largest segment amongst outbound Indian tourists

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Business traveller is also the fastest growing traveller segment from India

Business travel represented the strongest growth in travel from India, with an almost five-fold increase in travel expenditure for business reasons over the past five years

As estimated by Singapore Tourism Board, Indian businesstravellers in Singapore spend more than their counterparts fromother countries. An average business traveller from India spendsS$2,200 a trip, while the average spend by business travellersfrom other countries is S$2,000

Business travel include all MICE travel out of India

Realizing its potential, destinations like Canada, Singapore, Macauand USA have already announced that they are concentrating onbusiness traveler segment from India.

VFR travellers, with lowest per day budget and highest trip duration

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VFR segment depresses the average spends of Indian travellers

90% of VFR travellers hope to stay with friends and relatives abroad and usually stay for aslong as 3 to 4 weeks per trip

About 100 million Indians are settled abroad and thus the VisitingFriends and Relatives (VFR) segment is critical in the Indianoutbound tourism industry.

Over two thirds of Indian travellers have close relative membersliving overseas – with North America, Australia and the UK beingthe most common locations for these travellers

These travellers often stay abroad for long durations and oftenwith friends and family and thereby spend less per day anddepress overall spends of Indian travellers abroad

Delhi, Mumbai and Chennai account for ~60% share of port of Embarkation for Indian outbound traveller

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>70% of embarkation of Indian outbound travellers is from top 5 ports – Mumbai, Delhi,Chennai, Cochin and Calicut

Top embarkation ports 2007 2008 2009 2010 2011 2012 Mumbai 2,624 2,734 2,616 3,032 3,265 3,502 Delhi 1,956 2,142 2,118 2,622 3,010 3,226 Chennai 1,211 1,350 1,312 1,451 1,540 1,620 Cochin 773 915 968 1,022 1,098 1,205 Calicut 526 735 791 904 971 986 Hyderabad 495 483 544 740 778 811 Bengaluru 491 530 577 664 746 810 Trivandrum 579 620 642 752 678 740 Kolkata 287 295 307 411 454 503 Ahmedabad 170 225 263 297 276 287 Others 670 838 928 1,093 1,179 1,234 Total 9,783 10,868 11,066 12,988 13,994 14,925

After Delhi and Mumbai, next 6 embarkation ports are in south of India!

Figures in ‘000s

Middle East, Far East, US, UK and China are the most favoured destinations

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Thailand has over taken Singapore as the highest visited destination amongst Indiantravellers – all other key destinations are in middle east

Top 20 destinations Measure* 2007 2008 2009 2010 2011 2012 1. Thailand TFn 536 537 615 760 915 1,016 2. Saudi Arabia TFn 613 602 247 389 1,501 999 3. Singapore VFr 749 778 726 829 869 927 4. Bahrain VFn 718 na na na 838 894 5. Kuwait VFn 653 674 733 751 790 827 6. UAE (Dubai only) THSn 411 493 530 638 702 764 7. USA TFr 567 599 549 651 663 724 8. Malaysia TFr 422 551 590 691 693 691 9. China VFn 462 437 449 549 606 610 10. United Kingdom VFr 336 359 273 371 356 380 11. Hong Kong TFr 205 232 231 336 312 269 12. Italy TFn 109 136 139 183 188 251 13. Switzerland THSr 132 132 136 166 201 218 14. Oman THSn 153 157 167 170 199 212 15. Nigeria VFn 49 55 57 57 202 181 16. Sri Lanka TFr 106 85 84 127 171 176 17. Germany TCEr 107 118 121 142 161 172 18. Indonesia TFr 69 102 111 137 154 168 19. Australia VFr 95 116 125 139 148 159 20. Nepal TFr 88 84 92 108 147 157

* Key explained in annexure

Figures in ‘000s

Most of Indian travellers go on multiple destinations

20-30% of visitors to Europe on package tours are to singledestinations, 70-80% go to multiple destinations

Visit Britain also finds that ~55% of holiday trips, 30% of VFRtrips and 20% of business trips to the UK also include otherdestinations

Austria reports that 70% of holiday visits are multi-destination tours, 30% single-destination holidays. Lengthof trip varies widely by destination and by purpose of trip

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1. Thailand2. Saudi Arabia3. Singapore4. Bahrain5. Kuwait6. UAE (Dubai only)7. USA8. Malaysia9. China10. United Kingdom

Top 10 destinations in 2012

~ 70% to 80% of Indian travellers abroad go to more than one destination

Indian travellers are multi country travellers in same trip!

US leads on share of expenses of Indian travellers

In terms of spending by Indian tourists, United Statesis the leader with over 30 per cent of spending share in2013 and is likely to maintain dominance during theforecasting period as well

Thailand and Singapore together accounts for around15 per cent share of total outbound spending byIndians in 2013

Australia and United Kingdom stands at the fourth andfifth spot respectively and the gap between them arenarrowing

Italy held sixth position in the year 2013 followed byMalaysia, which is at seventh spot in the same year

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30% of all expenses of outbound travellers from India are in USA

Travel segments vary significantly across destinations

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Business and VFR are key travel segments out of India to most key destinations

BTMICE is the key reason of travel to the US while Holiday travel is the key reason fortravel to Singapore and VFR to Canada

Col. % USA UK Canada Singapore

Australia

Holiday travel 11 35 18 48 20

VFR 29 32 53 11 36BTMICE 60 27 23 24 18

Education + others

10 6 6 17 18

USA – business UK – Holiday + VFR Canada – VFR Singapore – Holiday Australia - VFR

Types of holidays taken by non business travellers – Mostly all inclusive package holiday

14VFR segment depresses the average spends of Indian

travellers

Visiting friends relatives is the most common holiday taken abroad, followed by allinclusive package holiday

About 60% of Indian travellers are package travellers and 40% are FIT (Free Independent Travellers)

Just under half are first-time visitors and just over half repeat visitors First-time Indian outbound travellers are likely to take package tours, but repeat and VFR

visitors prefer independently organized trips (FIT) Visit Britain finds that 58% of holiday visitors from India are package travellers – a very high

proportion (nearly three times higher than the average for other markets) France has however seen that 66% of Indian visitors to France are travelling as FITs, 34% on

organized tours The proportion of FIT travellers has been rising amongst Indian travellers

15Indian traveller shifting towards FIT

FIT (Free Independent Traveller) – 40% Package Traveller – 60%

Group packages preferred by first time travellers while FIT preferred by evolved travellers"This (Group travel) is for the budget and safety-conscious. Since you travel in a group of about 45 people, you do not have to worry about getting lost. It is also more affordable, as the tour operator gets everything at discounted rates, since they are booking an entire group", explains Karan Anand, head, relations, Cox and Kings (India).

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Group packaged tours are conductedby a tour director, who takes care ofall services, beginning to the end

These include flights, hotels,transportation, most meals andsightseeing

The tour can be quick-paced, with no more than two nights spent in each location, ormore leisurely, with more time spent at each

Level of flexibility given to travellers differs by the tour operators or specific tourpackages

Even in cases of completely structured itinerary, tourists can skip any part of it, but norefund is provided for the same

Better value for money and safety of numbers drives GIT !!!

Structured group package – Eg., Taste of Europe Visit:- Paris, Brussels, Amsterdam, Cologne, Zurich, …

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Inclusions• Airfare of Rs. 43,000 per Adult & Rs. 36,000

per Child (including YQ & other taxes• Travel Insurance • Schengen Visa fee (Rs. 6200)• Accommodation at the Hotel mentioned or

similar on twin/triple sharing basis.• Daily continental breakfast as per hotel menu• Hot Dinners as mentioned in the itinerary• Deluxe Coach tours, transfers, sightseeing &

surface transport as mentioned in the itinerary

http://www.europegrouptours.in/taste-of-europe-group-tours.html

Inclusions – sight seeing• Paris panoramic city tour covering Champs Elysees, Arch

de Triomph, Notre Dame cathedral, Concorde square, Opera Garnier

• Eiffel Tower – 2nd Level• River Seine Cruise• City tour of Brussels covering Maniken Piz & Grand Palace.• Madurodam village & city tour in Amsterdam• Historical Cologne Cathedral, Germany• Visit Drubba Cuckoo clock• View the mighty Rhine fall in Schaffhausen, Switzerland.• Mt. Titlis with Rotair revolving cable car.• Lake Lucerne & city tour covering chapel bridge, Lions

monument

Many such packages offer complete structure to the visit

Flexible package – Eg., Luxury Austria Tour Package 2016

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Inclusions• 3 Nights stay in

Vienna• 3 nights stay Salzburg• Breakfast• All sight seeings

mentioned in the itinerary

• Airport Transfers http://www.europegrouptours.in/luxury-holiday-austria.html

ItineraryDay 01 - ViennaToday you will fly from Delhi to Vienna with British Airways. We shall take care of your transfer from the airport to the Hotel where you will stay FOR 3 NIGHTS.Day 02 & 03 - ViennaAfter breakfast you will get to explore the beautiful capital of Austria- Vienna on foot. An impressive blend of modernism and ancient culture Vienna has some fantastic architectural work. You may wish to see Schonbrunn, the summer palace of the Habsburgs or the Imperial Palace of Hofburg

These packages just do the tickets and the rooms but the traveller is not a free independent traveller also

Free Independent traveller, not buying into any pre structured package

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On FIT travel type, the operator will book the flight tickets and hotels and process visasHe can also provide transport

FIT travel is not done as a member of a traditional guided tour not via a marketed package combining transport (air, rail or bus), lodging/ hotel, entertainment or local transport (rental car for use at destination)

Travel agents can mix and match and provide many of these as per traveller’s needs

These customers do not buy into any set itinerary and make their own trip

Accommodations used by Indian travellers – many choose 4/5 star hotels, followed by 3 star hotels Indians are among the biggest spenders (6th in the

world) on accommodation for holidays and tend toplace emphasis on style and luxury when planning theirtrips

Amongst key consideration factors, accommodationoften emerges as one of the deciding factors for theIndian tourists when deciding on a travel plan

Good accommodation is viewed as crucial to the entireexperience, and women especially were observed toinfluence their husbands into booking the best hotels

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Indians on package tours tend to opt for 3- to 4-star hotels while FITs often choose 5 star hotels

Singapore reports that Indians spent 33% more than visitors from other countries on accommodationSingapore tourism board, believes that Indians spend more than most on accommodationExpenses on accommodation registered 40% CAGR from 2009 to 2011 Indians spent 33% more on accommodation than visitors from other markets in 2011

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Indians on package tours tend to opt for 3- to 4-star hotels while FITs often choose 5 star hotels

Austria reports that • 55% of Indian visitors

choose 4-5 star hotels• 24% 3-star hotels• 11% 1- or 2-star hotels• 1% rented

accommodation • 9% other forms of

accommodation (campsites, farms, holiday resorts, etc)

In France of all Indian travellers -93% stay in commercial accommodation• 73% in hotels - Of these

• 25% in haut de gamme (~ 4-5 star)

• 65% in moyen de gamme(~2-3-star)

• 20% in cheaper hotels

• 12% in 'residences hoteliers’ (hostels, etc)

Top most common leisure activities of Indian travellers abroad are shopping and sight seeing

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Apart from shopping, Indian travellers like to visit high points of natural beauty or animalsafaris, aquariums etc

Shopping & sight seeing major leisure activities for Indian travellers abroad

Went shopping

Went on a local tour

Visited a well-known landmark or tourist icon

Visited a nature or animal-related attraction

Visited a museum or gallery

Discovering new places and things isone of key drivers for travel amongstthe Indians and this drives them to sightseeing as a major activity

This is often indulged in local organizedtours as that also gives themopportunity to spend quality time withfamily without bothering about thedetails of organizing the tour

Sight seeing mostly includes tourist icons, natural attractions, wild life etc for Indian travellers

Indians enjoy sight seeing activities, but social and culturalfactors impact these in the individual destinations

In Europe, they are reported to place a strong emphasis on enjoying the landscape and the weather, and on historical andcultural sightseeing

Indians are attracted to Switzerland by its mountains Visit Britain reports that Indians are more likely than other

visitors to seek out zoos, aquariums, gardens, parks and wildlife attractions, and less likely to seek out live art performances, sports facilities, pubs and nightclubs

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Apart from shopping, Indian travellers like to visit high points of natural beauty or animalsafaris, aquariums etc

Indians place a high value on beautiful scenery, wildlife, national parks and city parks when on holiday

Technology gadgets

Apparels

Fashion accessories

Souvenirs & presents

Jewellery

~ 2 in 5 Indian travellers make travel plans primarily for shopping

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Indians allocate a significant proportion of their total expenditure to shopping when travelling abroad

A survey conducted by Visit Britain in 2013 amongst Indian travellers to Britain estimates that 42% of travellers had planned the travel primarily for Shopping

However, what they shop differsby individual destinations

In favourite shopping destinations like US and Singapore, most shopped items are technology gadgets like laptops, phones, etc.

Gold / other Jewellery is often purchased as

investment opportunity

In European markets, apart from local

specialties, IndianFocus on buying souvenirs and gifts

for friends and family back home rather than good for own use

Fashion accessories and apparels, both for own use and for gifting to

friends / family back home is commonly purchased by Indian

travellers abroad

Indian shopper is both value and status conscious even when shopping abroad

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A survey conducted amongstoutbound Indian travellers inSeptember 2011 reported that 62%of Indians agreewith the statement: “I like otherpeople to be able to recognizethe brands I wear”

Indian consumers are valueconscious but are willing to paymore if they believe the experiencecan deliver to their expectations

This willingness to pay for quality isobserved in their shopping habitsalso

Shopping preferences of Indians abroad showcase premium and luxury brands as well as best value for money purchases

Brand conscious travellers primarily shop in USA, Singapore, Europe for gadgets fashion accessories and apparels

Value seekers shop around the destinations for unbranded

apparels, accessories, souvenirs, Jewellery / gold etc

Seasonality of non business travellers from India

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Non business travellers from India are very seasonal in nature mostly trying to co-ordinate travel with holidays or festivals

a) April 15 - June : School Holidays

b) October - November (Dusherra, Diwali, Hindu Festivals) : 30 Days

c) December - January (Christmas and New Year Holidays) : 10 days

Apart from business travel, mostly Indians travel (especially VFR) around the holiday seasons

Socio economic profile of Indian outbound travellers

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Indian market is characterized by business travellers and large numbers of leisure andVFR travellers on modest budgets and smaller numbers of high spending 'luxury’ travellers

But it is difficult to generalize this, because profile of Indian travellers is different to differentdestinations

The UK, for instance, attracts Indians with a wideincome spectrum, while Austria and Switzerlandattract mainly the affluent and very affluent

Larger markets like Thailand, Singapore and US also attract wide spectrum while middle east mostly attracts middle to lower middle segments

~ 30 MN Indians have passports ~2.5% of Indian population These are the moreaffluent middle to upper income class of Indian population

Nevertheless the target market is quite large and varied in terms of profile

Indian traveller is a mix of income groups – ranging from mid income to rich to super rich !

Demographic profile of Indian outbound travellers – age distribution

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Canadian Tourism Commission (CTC)’s Global Tourism Watch 2011 – a survey of long hauloutbound holidaymakers over 18 y of age, found that of the Indian outbound travellers 18 – 34 years - 47% 35 – 54 years – 32% 55 years + - 21%.

Of these, 66% were married and 54% had children

Significant differences across individual destinations:

Visitor profile to Canada is much elder:- 18 – 34 years - 18% 35 – 54 years – 39% 55 years + - 43%

Average visitor to USA in 2012 was 39Y Average visitor to France was 35Y

Indian travellers are mostly young with about half of them being less than 35 years of age

Indian travellers are mostly young!!!

Demographic profile of Indian outbound travellers – gender distribution

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Canadian Tourism Commission (CTC)’s Global Tourism Watch 2011 – found gender profile Indian outbound travellers 54% were male 46% were females

On gender also variations can be seen across destinations: CTC finds that of all visitors to Canada, only 43% were men

and the rest were women Amongst the visitors to the USA, 79% of adult visitors were

male with only 21% being females VisitBritain reports that male visitors outnumber female by

6:1 among business visitors, 2:1 among holiday visitors and5:1 among VFR visitors

According to the travel trade, of all Indian travellers, males are 65% and females are 35%

More Indian travellers are males, though females are a significant percentage and arebeing targeted by many countries as a segment of interest

Indian travellers are more of males than females!

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Over 13% increase year on year, with majority flying for leisure Top three highest spenders with average spend of over 40,000

Baht per person per trip; Average stay per trip is 7 days Bangkok most visited place with 119% YOY increase Generally go shopping and sightseeing in Bangkok and Pattaya

Phuket, Chiang Mai, Samui, Chiang Rai, Krabi, Ayutthaya and KoChang also seen increasing numbers in the recent past

Government of Thailand launched Discover Thainess campaign to showcase Thai arts, culture and cuisine along with new destinations to capture Indian tourists, especially high spenders

Increased air connectivity , relaxed visa norms & development of new destinations are some of the steps taken and has increased first time visitors from India

Chiang Mai as an adventure tourist destination where tourists enjoy river rafting, trekking and four-wheel drive safaris, Water sports at Coral island, night life seekers have a rollicking time in Pattaya. These are offered as value for money package deals which has worked for Indian tourists

Honeymooners are seen to settle for Phuket, Krabi, Koh Samui, Chiang Mai/Chiang Rai islands Shoppers on the other handcan practically splurge without overspending in Bangkok

With well over a million visitors annually, Thailand is the most visited destination for Indiantravellers

Countries targeting Indian travellers - Thailand

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Outbound numbers are expected to grow at a steady rate of 13%year-on-year to reach 25 million trips in 2016

Top three highest spenders with average spend of over 70,000INR per person per trip; Average stay per trip is 6 days

Sentosa island resort & the Singapore Flyer are the most visitedplaces in Singapore

Leisure is the main driver for Indians to visit Singapore

Amidst the trends, opportunities, and challenges, STB envisions the type and nature of tourism development it wishes to pursue as quality tourism by enhancing destination attractiveness & building local engagement

Much of India’s outbound growth may be attributed to increasing disposable income, decreasing cost of international airfare and availability of affordable travel packages

Sentosa is a popular island resort in Singapore, visited by some twenty million people a year & the Singapore Flyer is one of the world’s largest Giant Observation Wheel and also one of Asia’s biggest tourist attractions

Indian leisure travelers generally identify Singapore as a modern, vibrant and safe city; it gives visitors a sense of assurance that they will not be cheated of their money, or be taken advantage of

India contributes approximately 7% of the total number of visitors to Singapore and wasour 5th largest tourist market in 2011

Countries targeting Indian travellers - Singapore

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In 2014, nearly 9,00,000 Indian tourists travelled to the US which isestimated to easily cross the million mark in 2015

Indians on an average spend between $5,000 to $6,000 per visit. The top travel destination for Indians are New York, California,

Hawaii, Florida, Washington, Texas, New Jersey, Alaska, Virginiaand Michigan

As a travel destination, no other nation can compete with the diversity of experiences found across the United States and its territories, with its public lands, waters, and iconic cultural and historic sites..

The government has take steps to ensure a high quality experience for travellers that will inspire repeat visitation and positive word-of-mouth advertising

The government has outlined the ways in which they can streamline the Visa Application Process to welcome many more visitors

Prime interests for Indian travelers include sightseeing, nightlife , entertainment, theme parks, beaches, water sports, and shopping. They also have a high demand for adventure and outdoor experiences.

The United States is the top-most visited destination amongst Indian travelers, Indiantourists ranked 10th in international-tourist spending in the US during 2013

Countries targeting Indian travellers - USA

Affordable packages resulting in 20% increase in Europe destinations

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Summer season sees peak outflow to Europeandestinations, spend more on shopping & leisureexperiences

More than 70% of travel in Europe is multi-destination -- 55% of holiday trips, 30% of VFR trips, 20% of businesstrips to the UK also include other destinations

Group trips tends to be 10 – 21 days with about 2-3 daysin each destination; Stay length amongst independenttravellers seen to be about 8 – 10 days

While the UK, Switzerland, France, Italy and Germany continue to top the list. Destinations such as Spain, Scandinavia, Hungary, the Czech Republic and Vienna and are fast emerging as strong contenders

Attractive packages being promoted – such as “1-ka-3” offer as also our launch price of a 6-day Europe tour for Rs 59,500 are attracting first-time entry-level international travellers

Safety, beautiful and natural environment, culturally amenable food and great shopping experience are the key aspects promoted by Europe tourism

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• Switzerland Tourism was one of the first European tourism promotion bodies to set up shop in India - More than 8% increase in overstay visitors

• While most Indian tourists visit Switzerland as part of a tour of Europe considering the average length of stay is a mere 2.2 days, there has been a steady increase in independent travellers

• Switzerland Tourism promoting activities like riverrafting, bungee jumping, hot air ballooning and bikingthat are already well established in the country to attractvisitors looking for more beyond just scenic beauty

• Tourism packages focussing on Tier 1 and Tier 2 Indiancities targetting younger, educated FIT (freeindependent travellers) allowing them to experiencetravel in public transport, which allows them to hop onhop off anywhere they want

Switzerland sees increase in independent travellers

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UK: Home of amazing momentsMore than 4Lakh visitors in 2015, UK is one of the most favoureddestinations; 15% increase of visit visas issued year on yearMany of the best things of all in the UK are free, like watching thechanging of the guard at Buckingham Palace, a visit to the Victoria andAlbert Museum which contains many treasures from India

In order to attract more visitors visa processing has been made easy - more than 90% ofIndians who apply to visit the UK get their visa. Average processing time for a visa is six days

UK has 12 visa application centres in India which they share with Ireland and a single visa willbe provided for both countries

Germany: The travel destination Eyeing 1.5 million overnight tourists from India to Germany

by 2020 Average spend around 2,400 euros a week during their stay Inflow of Indian tourists has increased after Indian food

availability increased dramatically in last few years

Started offering Indian food: ~ 1600 Indian restaurants have now opened up in Germany tocater to the Indian taste-buds

Positioning itself as one of the most affordable destination through their road shows in citiessuch as Kolkata, Mumbai and Chennai

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FRANCE: "Be There! Do That!" - experiential travelPurely personal visits are very limited though it has seen increase inrecent past - More than 97% increase in number of packagesprogrammed for France and a 77 % increase in the number of bed-nights allotted

Embassy driven initiatives also include the launch of a travel application Chalo Pariswhich has been specially created keeping in mind the needs and requirements of theIndian traveller

France luring families, MICE and a wedding /events destination with events such as GoodFrance – a gastronomical event where in more than 25 restaurants serve French cuisine

Ireland: Discover Ireland The new British-Irish Visa Scheme is making it easier for

visitors from India to visit both Ireland and the UK, includingNorthern Ireland, on a single visa

Irish tourism department considers Indian as an opportunityand has started to increase awareness and promoted it viaBollywood movies as well (Ek Tha Tiger)

Giant’s Causeway, Cliffs of Moher, Dublin City/Trinity College, Belfast/Titanic Belfast, Ring ofKerry are some of the destinations being promoted

Middle East – Emirates is the key destination for Indians

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Dubai is the most popular destination in Emirates forIndians

“See you in Dubai” campaign to attract tourists fromEurope, Asia, Africa, Latin America and the Middle East

Ras Al Khimah has seen more than a million visitorswith 80 per cent year-on-year growth in tourists in lastyear

However UAE is more popular for short stays andweddings and therefore tourism departmentspecifically targeting longer stays

Affordable packages, shopping festivals, carnivals, desert safaris are some of the activitiespromoted by the tourism department to attract Indian travellers

The Abu Dhabi Tourism and Culture Authority (TCA Abu Dhabi) has stepped up its promotioncampaign participating in a large number of tourism trade events to date

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China has a history of over 4000 years, and a culture that is as richas its history is long

Indians are among top three highest spenders with average spendof over 70,000 INR per person per trip; Average stay per trip is 5days

Hong Kong, Shanghai, Beijing & Macau are the top destinations ofChina

Generally go shopping and sightseeing in Hong Kong & Beijing Government of China has adapted 72 hour visa free transit policy in more and more cities to

welcome more overseas guests The convenient flight network and the operation of many high speed trains in recent years

makes traveling in China faster and smoother Hong Kong as a tourist destination has the Ocean Park Hong Kong , Victoria Peak, Hong Kong

Disneyland, Lantau Island and so on.. Where tourists can enjoy No trip to China is complete without experiencing the Great Wall of China destination – It is

one of the greatest sights in the world — the longest wall in the world, an awe-inspiring feat of ancient defensive architecture. Its winding path over rugged country and steep mountains takes in some great scenery which is thoroughly enjoyed by the tourists

The World Tourism Organization predicts that China will become the largest traveldestination and the fourth largest source country by 2020

Countries targeting Indian travellers - China

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Indian arrivals grew 7.5 per cent in 2012, reaching 159,400, andwere worth A$786 million in overnight spend – India is amongstAustralia’s top 10 source markets

Indians are among top three highest spenders with averagespend of over 90,000 INR per person per trip; Average stay pertrip is 4 days

Sydney, Brisbane, Melbourne, Perth, Adelaide are the topdestinations of Australia

Pre packaged holidays are preferred by Indian travellers for long haul travel as they provide convenience, a range of options, value for money and safety

The India 2020 Strategic Plan was developed to maximise India’s tourism potential - Launched in June 2012, it was developed by Tourism Australia in collaboration with industry and government stakeholders

It is a key deliverable of the Tourism 2020, “Grow Demand from Asia” strategy, recognizing India’s role in driving tourism growth in this ‘Asian Century’ - Tourism 2020 Strategy identifies that India has the potential to be worth between A$1.9 billion and A$2.3 billion to the Australian economy by the end of the decade

Australia is a highly aspirational destination for Indian travelers, with visiting Australia’s beaches and iconic landmarks high on their list.

Countries targeting Indian travellers - Australia

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Indians are among top three highest spenders with average spendof over 1,00,000 INR per person per trip; Average stay per trip is 5days

Ontario is the most visited place by Indians in Canada 71% of Indian trips to Canada were for pleasure or to visit friends

and relatives

Canada is generally seen as offering good value to Indian travelers with the scores being above average for an emerging market and on par with more mature markets

Top motivators for long-haul travel from India were to see beautiful, unspoiled nature, to visit family and friends, to enjoy the destination’s entertainment, nightlife, shopping activities, to experience an interesting culture and affordability.

Niagara Falls is Canada's most famous natural attraction, bringing in millions of visitors each year. Located just over an hour's drive from Toronto, along the American border, these massive falls drop approximately 57 meters

Indian travelers generally perceive Canada as a Polite, Confident, Warm and Youthful city and are more likely to view Canada as having strengths beyond nature/outdoors, for example, city activities, city culture, local lifestyles, historical/cultural attractions and group tours

India contributes approximately 9.1% of the total number of visitors to Canada and was our4th largest tourist market in 2011

Countries targeting Indian travellers - Canada

Appendices

Data Sources used for this report

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• Global Tourism Watch Year 5, Global Summary Report 20 11, Canada• http://trancendconsultingtalks.blogspot.in/2014/11/the-great-indian-traveller-

published-in.html• Knowing the customer in India, July 2013, Tourism Australia• India, STB Market, Singapore Tourism Board, 2013• http://www.indiatourismreview.com/features/tourism-boards-report-increased-

arrivals-india-2014-upbeat-about-2015/15322• Travel & Tourism Economic Impact 2015 India, World Travel & Tourism Council• India Market Profile, February 2013, Canadian Tourism Commission • Market Insights, European Travel Commission, March, 2014• http://www.indiatourismreview.com/features/dissecting-indian-outbound-

traveler/13805, June 2013• India Tourism Statistics at a Glance 2014, India• http://www.financialexpress.com/article/travel/edge/india-outbound-forecast-

2018/118736/• http://www.indiary.org/en/news/Indian-Outbound-Tourism-2-83-50

Glossary

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• VFR – Visiting Friends & Relatives• MICE – Meetings, incentives, conferencing, exhibitions• BTMICE – Business Trade Meetings, incentives, conferencing, exhibitions• UNWTO – UN World Tourism Organization

• TFn – Tourists at Frontiers by nationality• VFn – Visitors at Frontiers by nationality• THSn – International Tourists at Hotels and Similar Establishments by nationality

• TFr – Tourists at Frontiers by country of residence• VFr – Visitors at Frontiers by country of residence• TCEr – International Tourists at all forms of Commercial Accommodation by

country of residence• THSr – International Tourists at Hotels and Similar Establishments by country of

residence

• FIT – Free Independent Traveller• GIT – Group Inclusive Traveller