‘Destination NSW is developing a long term strategy for India to further develop the market’

New South Wales (NSW) witnessed a whopping 21.2% increase in Indian
tourist arrivals in the year ending August 2014. This
feat was attributed to the state’s Jhappi Time campaign by
the state. 

New South Wales (NSW) witnessed a whopping 21.2% increase in Indian
tourist arrivals in the year ending August 2014. This
feat was attributed to the state’s Jhappi Time campaign by
the state. 

Commenting on the achievement, Deputy Premier and Minister
for Tourism and Major Events Troy Grant said, “Tourism from India is currently worth an
estimated $182 million to the NSW economy.”

Additionally, Sydney, the state capital of New South Wales,
has year after year emerged as the most popular destination among Indian
tourists. India Tourism Review talked to  Sandra Chipchase, CEO, Destination
, which is the statutory authority taking care of tourism in the region, to
know more about the response that the campaign received from Indian outbound market
and their future plans.

1. New South Wales is the
only Australian state to create an exclusive campaign to attract Indian
tourists. What 
was the motivation and how
has the response been so far? 

India is the tenth largest inbound tourism market to New South Wales
(NSW).  The state is also the most
visited region in Australia by the Indian market while Sydney is the Indian
markets’ most visited region in the year ending 
September 2014.  Tourism from
India is also currently worth an estimated $192 million Australian dollars to
the NSW economy. 
(Source IVS YE
September 2014)

With Australia featuring high on Indian travellers’ “wish list” of
places to visit, we wanted to come up with a concept that would differentiate ourselves from other states in
Australia.  We brought Director Anupam
Sharma on board to get the concept and the cultural authenticity right and
worked together as a team to create the Jhappi Time Campaignto promote travel
to Sydney and the State of New SouthWales.

During the first phase of the campaign, four 60 second videos were developed
around the theme of family and friends missing loved ones that have moved NSW. The campaign was designed
to connect emotionally with the Indian market’s strong sense of family values
andmotivate travellers to visit Sydney to 
reconnect with loved ones. The creative approach was developed
tocapitalise on the strong family/VFR ties among  
Indian families, with the aim to drive conversion to travel. 

The response has been very promising with the latest ABS data showing
arrivals from India to NSW increased by 21.2 per cent for year-end August 2014, and the hugely successfulJhappi Time campaign no doubt
contributed to this result. 

Already, the Jhappi Time
campaign videos, have achieved more than three million views online – more than double the original target.  

The Indian travel industry has also recognised the enormous potential of
the campaign, with seven key travel trade partners promoting and selling travel packages and airfare offers to the Indian
market.  To date, our industry partners in India have sold travel packages to NSW worth more than $3 million
to the State. 


‘Jhappi Time’ primarily targeted families. How about other segments? How do you
plan to target them?

As you have noted the Jhappi Time campaign, is the only
tourism campaign developed by an Australian state tourism body specifically
targeting the VFR market in India.  Families are definitely a key target,
however the benefit of targeting this market is that it covers all ages from young people visiting
their friends to older couples visiting their grandchildren.  

The marketing campaign was also launched
to appeal to both potential visitors in India (VFR)and the interstate Indian VFR market in Sydney andNSW. 

Destination NSW also partners with
airlines, trade partners and online travel agencies to target the Indian market
more widely to promote travel to Sydney and NSW.

In September last year, Air
India commenced direct flights from India to Sydney and this development has been
a vital part of our push to encourage Indians to travel to Sydney. 

What are your expectations from the Indian outbound market to Australia, in
terms of number of tourists?

Indian visitors to Australia are expected to increase from 160,000 in
2012-13 to 298,000 in 2022-23,anaverage annual growth rate of 6.4%.  In 2022-23,
India will move from its current ranking of Australia’s eleventh largest single
source visitor market  to number eighth
in ranking.  

Source: Tourism Forecasts, Autumn 2014, TRA (includes
children less than 15 years).

The NSW Government’s goal is to double visitor expenditure to NSW by
2020. In order to achieve this Destination NSW is developing a long term strategy for India to further
develop the market. 

4. What are the major
destinations that are/could be of significant interest to Indians visiting New
South Wales?

The Indian market visitsseveral
areas of NSW with Sydney attracting 95% of all Indian leisure (Holiday and VFR) overnight visitors.
For Indian leisure visitors to NSW, the most popular destinations
outside of Sydney,  typically for a day trip are  the Blue Mountains
(72%), the North Coast including Port Stephens and the Hunter Valley (21%) and
South Coast including Wollongong attracting 15% of
Indian leisure visitors.  

The Jhappi TimeCampaign also promoted
Sydney and Regional NSW including the Blue Mountains.  

As far as activities go, there
is a growing interest in self drive, luxury and the honeymoon sectors along
with our great food offerings including
seafood, vegetarian and halal options. 
Destination NSW also has a comprehensive 
guide on halal dining
options on the

How do you plan to promote New South Wales among travel trade? Can we look out
for some incentives or 
or FAM trips or training programs in the near future from New South Wales

Destination NSW is always working
to build awareness of what Sydney and NSW has to offer for travel trade in
India, and the Jhappi Time campaign
is a great example of this.  In addition
to consumer advertising, objectives of the program included targeted travel trade advertising – increasing the awareness
and appeal of Sydney/NSW, while educating trade and customers on the range of experiences, events, and products
on offer. 

Destination NSW also conducts
regular familiarisations and training programs for the Indian travel trade to
educate the industry and develop new programs to promote Sydney and Regional NSW.  

What are the roadblocks you are facing/have faced in promoting New South Wales
as a prime destination 
Indian travel agents/tourists?

India is a late booking market,
with travellers planning their holiday about 2-3 months (or less) prior to
departure. This makes it challenging to plan and provide introductory offers and
itineraries in the market. 

Long haul outbound travel is
generally expensive from India and there is a perception that Australia also
fits into this category.  Interestingly,
as a long haul destination Indian travellers have actually ranked Australia as
number 1 in value for money travel
according to Tourism Australia’s Consumer Demand Project
May 2014. 

Awareness and knowledge of NSW’s
wide variety of experiences from stunning beaches to coastal drives and world
heritage listed rainforest is a challenge.  In order to showcase the undiscovered parts of
the state, Destination NSW is committed to engaging with trade and providing training to raise awareness
of the wonderful regions of NSW that are still waiting to be discovered by the Indian traveller. 

7. How well connected is the state with India?

Destination NSW has strong ties
with India.  In November 2012, NSW
entered into a sister-state agreement with Maharashtra, which was an
important step towards the relationship between the two economies.

Destination NSW is also the first
State Tourism Organisation in Australia to open a dedicated office in
India.  The Mumbai office is run by Country Manager, Paramjit Bawa and supported by a
Business Development Manager and Marketing Coordinator.  Their core focus is to develop the Indian
inbound tourism market to NSW.  The
office works closely with airlines, travel trade, media and business event
organisers to develop and promote Sydney and NSW for both holiday visitation and
as the preferred destination for meetings, incentives, conferences and

Destination NSW has also invested
in the film industry in India, most recently the new film UNINDIAN, which stars
former Australian cricketer, Brett Lee, from Wollongong NSW who plays opposite internationally  acclaimed Indian actress, Tannishtha Chatterjee. Directed and produced by
Anupam Sharma, UNINDIAN has been filmed exclusively in New South Wales to showcase our state to audiences worldwide. 

The Jhappi Timecampaign videos were also shown in cinemas in several
Indian cities as part of The Australian Film Festival, which Destination NSW
supported in India, further displaying our commitment to the Indian market. 



Show More

Related Articles

39 thoughts on “‘Destination NSW is developing a long term strategy for India to further develop the market’”

  1. I think I’ve heard of Ability
    I think I’ve heard of Ability For Change though unruse and somewhat hesitant does any one got some experiences working them?Location Pricing Quality

  2. I’ve learn some goodd stuff
    I’ve learn some goodd stuff here. Certasinly price bookmarking forr revisiting.
    I wwonder how a lot attemmpt yyou seet to make such a magnificent infomative website.

    Feel free to visit my weblog :: rimedi per non russare

  3. Your means of describing all
    Your means of describing all in this post is actually pleasant, every one be capable of without difficulty know it, Thanks a lot.

    Feel free to surf to my web page; success

  4.  Air Max Femme 90 Pas Cher;
     Air Max Femme 90 Pas Cher; Air max
    90 noir pas cher.
    Nike Air Force Montant Pas Cher; Nike air
    force 1 high pas cher.
    Nike Air Max Pour Bebe Pas Cher; Air max
    pas cher pour enfant fille.
    Nike Air Jordan Fille Pas Cher; Site d air max
    pas cher.
    Nike Air Uptempo Pas Cher;
    Air max skyline pas cher. air max 90 junior pas cher nike air max enfant fille pas
    cher nike air max 90 essential pas cher air max one noir
    et blanc pas cher air max classic bw homme pas cher

    My blog … Air Max Requin Pas Cher

  5. Le prêt à tempérament vous
    Le prêt à tempérament vous permet, afin de garder votre budget en équilibre,
    de rembourser en mensualités fixes.

    my weblog – pret chomeur

  6. My brother recommended I may
    My brother recommended I may like this blog. He was entirely right.
    This put up truly made my day. You cann’t consider just how so much time I had
    spent for this information! Thanks!

    Feel free to surf to my web site; marble heroes hack no survey (

  7. Can I simply just say what a
    Can I simply just say what a comfort to find someone who genuinely
    understands what they are talking about on the web.
    You certainly understand how to bring a problem to light and make it important.
    More people need to read this and understand this side of your story.
    I can’t believe you aren’t more popular given that you most certainly possess the gift.

    Check out my web site :: wedding hair (Christy)

  8. Its like you read my mind!
    Its like you read my mind! You seem to know a lot about
    this, like you wrote the book in it or something.
    I think that you could do with some pics to drive the message home a little bit,
    but other than that, this is excellent blog. A fantastic read.
    I will definitely be back.

    my site … soul seeker hack no survey (

  9. I know this if off topic but
    I know this if off topic but I’m looking into starting
    my own weblog and was wondering what all is needed to get
    setup? I’m assuming having a blog like yours would cost
    a pretty penny? I’m not very web savvy so I’m not 100% certain. Any recommendations or advice would be
    greatly appreciated. Many thanks

    Here is my site: cutting split ends (

  10. What i don’t understood is
    What i don’t understood is actually how you are now not actually much more neatly-appreciated than you
    might be right now. You are so intelligent. You realize thus
    significantly with regards to this matter, made me in my
    view believe it from a lot of numerous angles. Its like women and men are not fascinated unless it is something to
    accomplish with Lady gaga! Your personal
    stuffs outstanding. All the time take care of it up!

    Feel free to surf to my weblog: buy toys online

  11. Hi my friend! I want to say
    Hi my friend! I want to say that this post is amazing, nice written and come with
    approximately all significant infos. I would like to look extra posts like this .

    Check out my page … games online (

  12. My family every time say that
    My family every time say that I am killing my time here at net, but I
    know I am getting know-how all the time by reading thes
    pleasant content.

    Also visit my website … prom hair style picture,,

  13. I think the admin of this web
    I think the admin of this web site is in fact working hard in favor of his
    website, as here every material is quality based information.

    Also visit my web blog … long island spa

  14. Of these respondents, 83
    Of these respondents, 83 percent are carrying an account
    balance Awilda Tutas
    there isn’t reason a finance company should hold you hostage instead of permit that you rid yourself from your bondage of debt quicker.

  15. An impressive share! I’ve
    An impressive share! I’ve just forwarded this onto a co-worker who was doing a little homework on this.
    And he actually bought me dinner because I stumbled upon it for him…
    lol. So let me reword this…. Thanks for the meal!!

    But yeah, thanx for spending time to talk about this matter here
    on your site.

    Also visit my website – baby digital photography (Hugo)

  16. Hi there! Quick question
    Hi there! Quick question that’s completely off topic.
    Do you know how to makke your site mobile friendly? My site looks weird when browsing from my appe iphone.
    I’m trying to fid a template or pluhgin that might be able to fix this issue.
    If you have any recommendations, please share. With thanks!

    my blog; souncloud

  17. Hi, for all time i used to
    Hi, for all time i used to check weblog powts hedre in the
    early hours in the morning, sincee i enjoy to find out more and more.

    My homepage soundcloud

  18. If some one needs expert view
    If some one needs expert view concerning blogging afterward
    i suggest him/her to visit this website, Keep up the fastidious work.

    my page – Nana Necklaces

  19. It’s in point of facct a nixe
    It’s in point of facct a nixe and helpful piece of info. I’m happy
    that you just shared this helpful innfo with us. Please stayy us
    up to date like this. Thank you for sharing.

    Here is my web blog … souncloud

  20. Hi there i am kavin, its my
    Hi there i am kavin, its my first occasion tto commenting anywhere, when i read this paragraph i thought i couldd also create comment due to this sensible article.

    my homepage: souncloud

  21. This is really
    This is really attention-grabbing, You’re a very skilled
    blogger. I have joined your feed and sit up for seeking more of your wonderful post.
    Also, I’ve shareed your sige in my ssocial networks

    Here is my web site: garyruggier’s blog

  22. I loved as much as you’ll
    I loved as much as you’ll receive carried out right here.
    The sketch is tasteful, your authored material
    stylish. nonetheless, you command get got an nervousness
    over that you wish be delivering the following. unwell unquestionably come more formerly again as exactly the same nearly a lot often inside
    case you shield this hike.

    Also visit my web-site … hair stylist

  23. Greetings! Very helpful
    Greetings! Very helpful advice within this article! It’s the little changes which will make the most important
    changes. Many thanks for sharing!

    Stop by my weblog :: beauty tips

  24. It’s hard to come by
    It’s hard to come by well-informed people in this particular subject, however, you sound like you know what you’re talking
    about! Thanks

    Also visit my web site … charging system online

  25. Today, while I was at work,
    Today, while I was at work, my cousin stole my iphone and
    tested to see if it can survive a thirty foot drop, just so
    she can be a youtube sensation. My iPad is now destroyed and she has 83
    views. I know this is completely off topic but I had to share it with

    Also visit my webpage … european cars (Jerry)

  26. Appreciating the time and
    Appreciating the time and effort you put into your site and detailed information you provide.
    It’s awesome to come across a blog every once in a while that isn’t the same out of date rehashed material.
    Fantastic read! I’ve saved your site and I’m adding your RSS feeds to my Google account.

    My web site ways to win your ex back, Lola,

  27. Oh my goodness! Awesome
    Oh my goodness! Awesome article dude! Thanks, However I am encountering troubles with your RSS.
    I don’t know the reason why I can’t subscribe to it. Is there anyone else having the
    same RSS issues? Anyone that knows the solution can you kindly respond?


    Also visit my weblog … correct hairstyle (Annetta)

  28. Wow, that’s what I was
    Wow, that’s what I was searching for, what a material!
    present here at this website, thanks admin of this

    My blog post :: particular digital [Lee]

  29. Its like you read my
    Its like you read my thoughts! You appear to understand so much about this, like you wrote the e-book in it or something.
    I believe that you just could do with a few percent to power the message home a little bit,
    however instead of that, that is excellent blog. An excellent
    read. I’ll certainly be back.

    Here is my blog – hair accessories

  30. Generally I do not read post
    Generally I do not read post on blogs, however I wish to say that this write-up very compelled me
    to take a look at and do so! Your writing style has been surprised me.

    Thanks, very nice post.

    My web blog – winning back ex (