Attracting tourists from India to Victoria
By Rama Gaind
Jennifer Hutchison, as the CEO of Yarra Valley and Dandenongs Marketing, takes pride in selling the many tourism attributes of this Victorian region to the national and overseas market.
In particular, she has been investigating market strategies involved in attracting international tourists.
Speaking of the numerous ways in which this could be done, Ms Hutchison’s eagerness could not be curtailed. A goodwill mission to China and Hong Kong has proved successful, with a trip to India set to reap dividends in the very near future.
Ms Hutchison is quick to point out that tangible inroads are also being made into the Indian market by tourist offices in Sydney, Gold Coast, Port Douglas and Port Stephens.
The Yarra Valley and the Dandenongs region gets around 26% of the international visitors that come to Melbourne.
“We know that the international percentage is higher than we can measure,” she said. “Yarra Valley and the Dandenongs is as big as Switzerland. However, Dandenong is not as sophisticated as the Yarra Valley.”
About an hour’s drive out of Melbourne, venturing into this region is an experience that should not be overlooked.
Statistics show that for the year ending December 2007, there were almost 1.5 million overnight visitors to Victoria, with 325,161 visiting regional Victoria. An estimated 26,718 people visited the Yarra Valley and the Dandenongs, which represents annual average growth of 8%.
Ms Hutchison’s enthusiasm for future tourism growth cannot be contained as she elaborated on her visit to India last year as part of a tourism delegation.
She pointed out that 30 million Indians travelled outside India every year, with visitor expenditure from India being AUD$232 on trips to Australia during 2004.
Official statistics reveal that for the year ended December 2007, tourists from India to Victoria had increased by 13.8%. About 32,375 visitors of Indian origin visited Victoria – an increase of 10.8%. This trend is likely to increase with forecasts of almost 135,000 in 2016, a jump of over 16%.
Ms Hutchison recalled fond memories of her short stay in India when crucial meetings were held with tourism representatives in Mumbai, New Delhi and Jaipur.
“First stop was in Mumbai where we met with 90 travel agents and told them about Dandenong, penguins on Phillip Island and the Yarra Valley,” Ms Hutchison said.
“After a little hesitancy in grasping the geographical standing of the Dandenongs, it was referred to as Melbourne’s hill station,” she said. “I am confident that it will lead to a good yield with the honeymoon and incentive market. “
In the capital of New Delhi, it was a day of presentations with Thomas Cook and Cox and Kings, a company which celebrates 250 years in 2008.
“Then it was on to Jaipur for six days for a trade show in which 40 different Australian tour operators and 100 agents from all over Australia. I was very happy with the trade mission. There was excellent input by representatives of the trade industry, who worked sincerely and were enthusiastic about learning more.
“I’m excited about the possibilities for Australia and have high aspirations … I was amazed at the burgeoning wine industry in India, cool climate wines that are soft on the palate.”
While in India, she didn’t let the opportunity go by without visiting Udaipur with her husband. She stayed at Fateh Prakash Palace which is classified as a Grand Heritage Palace. It was a soothing break from the rigours of city life with picturesque views of Lake Pichola, Jagmandir Island Palace, Lake Palace and the Sajjangarh Fort.
Away from the hectic work schedule, Ms Hutchison got caught up with the cricketmania sweeping the country as she backed the winners when India won the 20-20 cricket and it was a “fascinating experience” to be in the crowd when India won against Pakistan.
“The crowd was happy to learn that we were Australian.“
