TMS. Kindly tell us about your professional journey and how did you end up in this industry?
Nishant Kashikar. In my career of over two and half decades, I have worked across diverse sectors, from healthcare and nutrition to promoting holiday brands and destinations.
Over the past thirteen years at Tourism Australia, I have had the privilege of contributing to efforts aimed at increasing visitation from India. It has been a team effort, and I’m humbled to see arrivals from India to Australia more than tripled during this period. I take pride in playing a part in strengthening people-to-people connections between our two nations.
TMS. Could you tell us some alluring facts promoting Australia at large and what makes it a unique vacation destination?
Nishant Kashikar. According to Tourism Australia’s Consumer Demand Project Survey findings, while selecting holiday destinations, Indian High Yield Travellers (HYTs) look for places that offer safety, world-class nature and beauty, unique wildlife, and aquatic & coastal experiences.
Australia is well-positioned to meet this demand by virtue of the diversity of tourism destinations and products and its popular and unique wildlife. For first-time travelers to Australia, iconic landmarks like the Sydney Opera House, Sydney Harbour Bridge, Kangaroos & Koalas, Melbourne Cricket Ground and Sydney Cricket Ground, and the Great Barrier Reef are the favourite attractions. For travelers seeking a more nuanced Australian experience, beyond the tourist hotspots, there are opportunities to engage deeply with Aboriginal culture at Uluru, explore the delicate ecosystems of the Daintree Rainforest, visit the Australian Capital Territory conservation efforts on Kangaroo Island or drive along the Great Ocean Road or in Tasmania for the world’s most scenic coastal drives. Notably, Australia has become a top choice for Indian travellers, ranking #5 for arrivals and spend post-pandemic, a significant climb from the previous #7 and #6 rankings. This surge can be attributed to several factors, including a significant increase in direct aviation capacity, with Air India and Qantas initiating non-stop flights, resulting in a 250% growth on the Australia route.
Additionally, the streamlined and efficient visitor visa process, coupled with Australia’s unique attractions and targeted marketing campaigns like the Come and Say G’day initiative, have played pivotal roles in making Australia an increasingly appealing destination for Indian travellers.
TMS. Can you share some facets of the MICE Ecosystem in Australia? Please share some notable MICE events that were held in the past.
Nishant Kashikar. In the past year, there has been a five-fold increase in leads for MICE visitation to Australia, spanning industries like banking, insurance, financial services, infrastructure, paints, steel, pharmaceuticals, and automobiles among others. We do find that due to improved direct aviation connectivity, speed & ease to get a business visa, world-class convention facilities, and shared interests, such as cricket events, often drive Indian groups to explore Australia further, making it a preferred MICE destination. In 2023, we organized a successful familiarization trip for key business event agents and hosted a corporate showcase, partnering with Make My Trip and Singapore Airlines. Looking forward to 2024, we are excited about reinforcing
Australia’s allure with similar engagements as well as promoting new products, experiences and destinations through our flagship trade shows including the Australian Tourism Exchange (ATE), G’day Australia and Australia Next. Business Events Australia also has a Bid Fund Program which is designed to increase the conversion of bids for new international business events for Australia through the offer of financial support at the critical bidding stage. Of the 26 incentive events won from around the world as a result of Bid Fund support, five were from India, worth A$ 26.2 Mn in total.
TMS. What is Australia’s approach towards India in terms of expansion of tourism horizons and to what extent has India been a potential market?
Nishant Kashikar. India has been one of the fastest-growing inbound markets for Australia. According to McKinsey, Australia has risen from the 20th largest market for Indian travellers in 2010 to the 10th largest in 2022. The India opportunity is strong as we see the outbound travel market has more than doubled from 2010 to 2022 and CAPA forecasts India to surpass 50 million outbound by 2030. Tourism Australia is committed to maximizing the opportunities that the India market presents.
TMS. What is the post-COVID scenario in Australia at large and how has the revival been throughout 2023?
Nishant Kashikar. India was the first international source market to recover to pre-covid visitation levels for Australia and continues to be one of the fastest growing in-bound markets for us. Since the reopening of Australian borders, we witnessed a visible surge in the number of visitations among Indian travellers. Whilst the Visiting Friends & Relatives (VFR) segment has driven much of the immediate return, we have also gradually seen the recovery and growth of the holiday and MICE segment. Australia has established itself as a preferred long-haul destination for Indian travellers, rebounding and surpassing pre-COVID levels with a #5 ranking for both arrivals and spend (from #7 and #6 respectively prior to the pandemic).
TMS. Kindly give us a rough map of your plans to promote sustainable tourism in 2024
Nishant Kashikar. Australia has a strong record when it comes to sustainable tourism appeal and practices. Our natural environment has long been a key driver for visitation and tourism continues to play a vital role in helping to conserve Australia’s natural wonders. Additionally, with increased consumer sentiment towards responsible travel choices, we have a wide range of sustainable, and indigenous experiences that offer travellers a chance to connect with local culture and give back to the community while traveling.
TMS. Could you tell us about the visa status for Asian tourists who aspire to visit the destination in upcoming times?
Nishant Kashikar. We have worked proactively with the Australian High Commission in New Delhi to streamline the visitor visa process for Indian tourists and business/ MICE travellers, ensuring hassle-free entry with a 100% online process, eliminating the need for biometrics, personal interviews, or physical submission of any documents.
The online application system allows for faster visa processing for well-travelled customers and high-quality lodgements, making it easier for travellers from India to plan their visits.
TMS. Any special message that you’d like to share to the industry?
Nishant Kashikar. The Indian tourism sector manifests a dynamic landscape shaped by a generational shift towards exploration at a young age and the propensity to spend. Shorter planning windows but longer stays, a desire for immersive local experiences, and individuals increasingly exploring travel opportunities tied to specific events also define a compelling narrative for the future of outbound travel from India.
