India emerges as fastest-recovering market for Sydney and New South Wales

Destination New South Wales (Destination NSW), Australia’s premier destination, continues to captivate tourists from around the world with its diverse landscapes, vibrant cities, and rich cultural heritage. With his vast experience in the travel and tourism sector, Samar Chokshi, Country Manager, Destination NSW, has an important role to play in implementing strategies to enhance New South Wales’s tourism offerings. In this article, we examine Chokshi’s insights and the impact of his vision on the tourism landscape in New South Wales.

– Vartik Sethi

In a recently held media roundtable event hosted by Destination NSW, Samar Chokshi, the Country Manager, shared insightful statistics and updates on the Indian tourism market. The event shed light on the strategies employed by Destination NSW to foster relationships with key stakeholders and promote Sydney and its regional destinations.

Creating Unforgettable Experiences

Samar Chokshi firmly believes that the key to attracting and retaining tourists lies in offering exceptional experiences that leave an indelible mark on their memories. He emphasises the importance of curating diverse itineraries that cater to the preferences of different types of travellers. Chokshi states, “Our aim is to provide a holistic travel experience where visitors can immerse themselves in the natural beauty, cultural richness, and thrilling adventures that NSW has to offer.”

Harnessing the Power of Digital Innovation

Recognising the ever-evolving digital landscape, Chokshi has championed the use of technology and digital platforms to reach a wider audience. “Digital innovation has revolutionised the way we connect with travellers. Through strategic partnerships, we leverage social media, mobile applications, and data-driven insights to engage with potential visitors and showcase the myriad attractions of NSW,” he affirms. By embracing cutting-edge technologies, Chokshi aims to ensure that NSW remains at the forefront of the global tourism industry.

The Feel New Brand

To encapsulate the transformative effect that Sydney and NSW have on visitors, Destination NSW launched a brand platform called “Feel New” in 2021. This brand promise reflects NSW’s commitment to energising and rejuvenating travellers, leaving them with a lasting sense of renewal. By combining the diverse natural wonders, vibrant culture, and captivating experiences, the board wishes to ensure that a trip to Sydney and NSW is an experience like no other.

Sustainable Tourism and Conservation

As the world becomes increasingly conscious of the need for sustainable practices, Chokshi has spearheaded initiatives that promote responsible tourism and the conservation of Destination NSW’s pristine natural resources. “We have implemented eco-friendly policies and encouraged sustainable practices among our tourism operators. This way, we can protect our environment while providing tourists with unique experiences,” says Chokshi. By prioritising sustainable tourism, he envisions NSW as a leading example of harmonious coexistence between visitors and the natural world.

Collaboration and Stakeholder Engagement

Chokshi firmly believes that successful tourism initiatives require close collaboration with stakeholders and strong partnerships within the industry. By fostering relationships with local communities, travel operators, and government agencies, he has been able to create synergistic efforts to boost tourism in NSW. Chokshi states, “Our collective efforts are crucial in ensuring that every visitor has a truly remarkable and fulfilling experience in NSW.”

Chokshi’s remarks revealed the significant growth and potential of the Indian market for Sydney and New South Wales. “India has emerged as the fastest-recovering market for Sydney and NSW,” emphasised Chokshi. “We have witnessed a remarkable 90 per cent increase in arrivals compared to the previous year, positioning India as the fourth largest market for us.”

He highlighted the collaborative efforts of various government departments, including Study New South Wales, US Business Events Sydney, and Partners, to ensure continued visitation from India, not only for incentive travel but also for student tourism. “Our collaborative efforts with government departments and organisations have played a crucial role in promoting Sydney and the broader Sydney Plus strategy, including regional destinations such as the Blue Mountains, Hunter Valley, and Port Stephens,” added Chokshi.

Under the Sydney Plus strategy, Destination NSW focuses on promoting not just Sydney but also at least one or two regional destinations in all their marketing programs and initiatives. This approach highlights the diversity and richness of experiences offered by locations such as the Blue Mountains, Hunter Valley, Port Stephens, Coffs Harbour, Bowral, Wollongong, and Jervis Bay.

There has been positive growth from the Indian market, the country currently ranks as the fourth largest market for Sydney and New South Wales, with 103,550 arrivals as of the year-end of February 2023. This represents a remarkable 90 per cent increase compared to the previous year, putting India only 15 per cent away from pre-COVID arrival numbers. The top three markets include New Zealand, the USA, and the UK.

“Sydney remains the gateway to Australia, surpassing other destinations in terms of knowledge, awareness, and visitor arrivals,” said Chokshi. “India stands as the second-ranked market for experience awareness, indicating the strong appeal of Sydney and NSW to Indian travellers.”

Speaking about the aviation sector, Chokshi highlighted the significant increase in direct non-stop flights between India and Sydney. “Air India’s direct aviation capacity has doubled, with daily flights compared to just three to four times a week pre-COVID. Qantas also resumed its flights, offering four weekly direct flights between Bengaluru and Sydney. Other airlines, including Singapore Airlines, Malaysia Airlines, SriLankan Airlines, and Scoot, have also increased their flights, resulting in a 300 per cent overall increase in direct non-stop aviation capacity from India to Sydney.”

Acknowledging Sydney’s global performance, Chokshi presented research statistics showing Sydney’s strong position as the gateway to Australia. The city enjoys a considerable advantage over other destinations in terms of knowledge, awareness, and visitor arrivals. Indian travelers demonstrate a high level of awareness and consideration for Sydney, ranking it among the top destinations for experiences.

India’s significance as a source market for Sydney and NSW is undeniable. “Indians spend the most number of nights in Sydney, making them the top market for the duration of stay. Their expenditure while in Sydney also contributes significantly, making India the third-ranked market for tourism expenditure,” revealed Chokshi. The compounded annual growth rate for Indian visitors over the past three years stands at 10 per cent, highlighting the market’s steady expansion.

Chokshi further emphasised that Indian travelers seek unique experiences, particularly in dining, shopping, and coastal and nature experiences. With its diverse offerings, unparalleled experiences, and warm hospitality, Sydney and NSW are poised to solidify their position as the preferred destination for Indian travelers seeking unforgettable adventures Down Under.

Answering a pertinent question raised by Travel Trade Journal at the conference about the recommended stay duration during the post-COVID-19 era, Chokshi said, “Great question, as we receive this inquiry frequently, and it’s a constant topic of discussion with our partners. We highly recommend a minimum stay of four nights in Sydney and at least one to two nights in a nearby region. During these excursions, visitors have the option to explore nearby attractions on day trips, or venture to more distant locations that offer unique activities and experiences. It is advisable to spend at least one night in these regions, as it not only provides a more immersive experience but also makes other neighboring regions easily accessible.”

As Destination NSW continues its collaborative efforts, the future of Indian tourism to Sydney and NSW appears promising. With an increase in direct flights, targeted marketing initiatives, and a focus on regional destinations, Sydney aims to welcome more Indian visitors and forge lasting connections that will drive the recovery and growth of the tourism industry in the region.