Even though traditionally Sydney, Melbourne and the Gold Coast have been popular as incentive travel destinations for Indian corporate groups, CVBs in other Australian cities are now gearing up to claim a bigger share of the pie.
Earlier this month, Tourism Australia led a delegation of 15 CEOs representing all of its state and territory tourism organisations including convention bureaus to India, calling at New Delhi and Mumbai. These leaders were determined to raise their destination profile among event buyers.
“The incentive travel segment has been driving the Indian outbound MICE growth. Destinations like Sydney and Melbourne remain popular among incentive travel groups from India, but we are now also seeing requests for other parts of Australia. With the help of our CEO delegation, we are creating awareness about larger incentive travel experiences available across Australia,” Robin Mack, executive general manager, commercial and business events, Tourism Australia, told TTGmice.
Building on enhanced direct air connectivity – expanding from eight flights in 2019 to 25 today – along with a digitised visa process, Australia has benefitted from a surge in corporate event demand from India. Currently, this demand is growing at a year-on-year rate of six to seven per cent.
“Indian travellers are becoming much more experienced and looking to explore destinations beyond Sydney, Melbourne and the Gold Coast. Our proximity to Sydney holds us in good stead as Indian incentive travellers are looking at multi-destination trips. A three-night Sydney and two-night Canberra itinerary is a perfect scenario for us,” said Michael Matthews, CEO, Canberra Convention Bureau, who added that interest is rising from smaller groups of 30 to 80 pax.
However, Matthews said his city is ready for more – as many as 500 pax per group.
Business Events Adelaide, in association with India-based Venture Marketing, also hosted an event in New Delhi on last week. Drawing some 70 event planners and corporates, the event highlighted various products and experiences available for incentive travel groups visiting Adelaide.
Damien Kitto, CEO, Business Events Adelaide, said: “We believe that Adelaide has many experiences to offer corporate clients in India. I am very confident over the next 12 months Adelaide will host many Indian MICE groups. Some of the experiences that we are keen to promote includes meet-and-greet activities with former Test cricketers at Adelaide Oval ground or visits to Monarto Safari Park.”
Business Events Adelaide is also engaging with Indian carriers like IndiGo and Air India to introduce direct flights to the city.
