In conversation with ETTravelWorld, Rita Saffioti, BBus MLA Deputy Premier, Treasurer, Minister for Transport; Tourism- Government of Western Australia highlighted a significant surge in Indian tourists to the destination, boasting a 30 per cent increase since pre-Covid times.
“This surge is coupled with a significant growth in the Indian community in Western Australia. The combination of family visits and leisure travel has contributed to a climbing visitation rate. The Indian population in WA has become the third largest in the state, indicating exponential growth that we expect to continue,” she stated, adding that India’s is a fast growing tourism market, with vast untapped potential.
In 2019, India stood as WA’s 11th largest visitor market, witnessing about 31,000 visitors in the state. Fast forward to September 2023, visitor numbers rebounded impressively to 87 per cent of pre-Covid levels. In one of recent interactions with ETTravelWorld, the minister stated that this notable uptick in tourism figures from India, has propelled the country from becoming 11th to the 7th largest market for Western Australia. This growth was driven notably by a nearly 50 per cent increase in spend per person.
“We view India as a crucial market for our tourism sector, and we are eagerly committed to fostering its further growth while concurrently amplifying our endeavours to raise awareness about Western Australia within India,” she stated.
Saffioti had also recently spearheaded a delegation to India aimed at fortifying bilateral relations, exploring fresh avenues for collaboration with the Indian travel trade, and addressing pertinent challenges, including the prospect of establishing a direct flight route.
“There’s a clear interest in establishing direct links, but aircraft availability remains a challenge. The surge in travel post-Covid has led to high demand, and while direct links are not proposed in the short term due to this constraint, we’re actively eyeing for future opportunities when aircraft become available,” she told ETTravelWorld.
Pilgrimage tourism in India earned per cent1.3 lakh crore in 2022, as compared to per cent0.65 lakh crore in 2021, according to the Ministry of Tourism. Post-renovation, the Kashi Vishwanath Dham in Varanasi experienced an unprecedented rise in footfall, attracting 70 million visitors last year, a dramatic increase from the roughly 8 million who visited in the preceding year, demonstrating the growth of spiritual tourism year on year. It is to be noted that 5 per cent of international travel is attributed to pilgrimage reasons.
Saffioti further noted that, based on available reports and indicators, India’s expanding middle class demonstrates a keen interest in exploring new destinations and indulging in unique experiences. Noting the travel segments currently under scrutiny, Saffioti disclosed that the Western Australian government is actively targeting high net worth individuals, in addition to families and honeymooners.She highlighted the adventurous inclinations of this demographic, citing their interest in activities like self-driven expeditions and deep-sea diving adventures. She emphasised the importance of maintaining focus on these unique adventure experiences, given the fact that WA boasts some stunning natural attractions including the coral reef in Exmouth, Rottnest Island, pristine beaches, and unique experiences in the northwest and Kimberley regions.
Additionally, the minister noted culinary tourism as another segment of interest, as the state has an abundance of fresh, locally-sourced cuisine and gastronomic experiences including wine regions.
In terms of marketing strategies, the minister outlined plans for intensified engagement with travel agents and tour operators. “We’re considering more familiarisation tours for the agents to experience Western Australia firsthand, along with enhanced engagement with tour operators. Explaining our unique attractions like the Ningaloo Reef and Rottnest Island will be crucial, alongside increasing marketing budgets for targeted campaigns,” she mentioned.
Notably, Western Australia just concluded its inaugural India Roadshow post-pandemic, spanning three days of meetings with tourism, travel, and trade partners based in India from February 5 to 7.
Collaboratively organised by Tourism Western Australia (WA) and Business Events Perth, the roadshow featured 16 representatives from WA’s hotels, attractions, experiences, and Regional Tourism Organisations (RTOs), showcasing their offerings to over 300 Indian agents in New Delhi and Mumbai.
When asked about any specific target cities for engagements in India going forward, the minister highlighted Chennai, Mumbai, and Delhi as priority markets. She said the aim is to leverage existing ties and explore new opportunities for collaboration.
