Strategies to promote Australian Tourism in South Asia
Overview
The Tourism Board of Australia aimed to understand the travel behaviors and attitudes of South Asians towards travelling to Australia. They were interested in learning about the kinds of experiences these tourists sought, their perceptions of Australia compared to other options, and the challenges they faced when considering a trip Down Under.
Approach
Our managing partner conducted an extensive hybrid study, encompassing participants from across South Asia. This research was designed to uncover insights and provide informed strategies that could be used to effectively promote Brand Australia within the South Asia region.
Results
The fruits of this study were the creation of impactful marketing assets derived from the insights gathered. These have since been instrumental in assisting Tourism Board Australia in devising practical strategies to better position Australia as a desirable tourist destination for South Asian travellers. These strategies have been used to address the identified challenges and reshape perceptions, ultimately promoting an increased interest in and preference for Australian tourism experiences.
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