How tourism boards of foreign countries are spending big on advertising in India
The tourism boards of Taiwan, Azerbaijan and Singapore are trying to attract Indians by promoting their countries through OOH advertising, roadshows and more
Published - Sep 11, 2019 2:51 PM Updated: Oct 1, 2019 3:51 PM
When it comes to travel and tourism, India is a huge market for countries worldwide. While countries like China and Switzerland have been promoting their cities as major tourist destinations for Indians, now Taiwan, Azerbaijan, Korea and Singapore are investing in advertising in India to woo tourists.
The Azerbaijan Tourism Board is holding a 3-city roadshow, September 9-13, in Delhi, Bangalore and Mumbai to attract Indian tourists to their country.
Florian Sengstschmid, CEO of the Azerbaijan Tourism Board, said, “the overall marketing budget of Azerbaijan in the tourism sector is 12 million euros (15 million dollars) in which approximately 10 per cent goes to the Indian market”. Talking about their advertising mix, he said,” Digital performance marketing is an essential tool and mostly preferred too.”
Earlier this year the Singapore Tourism Board collaborated with St+art India Foundation for the second time to promote their local talent and tourism in Indian. Chee Pey Chang, Assistant Chief Executive, Singapore Tourism Board, said, “Singapore and India share long and deep connections on many fronts. India continues to be the third-largest source market for tourist arrivals to Singapore”.
India continues to be the third-largest visitor source market for Singapore contributing over one million visitors annually for the fourth consecutive year, Chang added.
Singapore is one of the countries that has made visa issuance very simple for Indian tourists. It is also spending huge sums on Out-of-Home advertising. Their hoardings can be easily spotted at key metro stations in the national capital.
Similarly, Taiwan is also spending liberally on marketing the country as a tourist destination in India. Recently, they partnered with the Mumbai Metro to promote tourism. As a part of their campaign, Dr Trust Lin, Director, Taiwan Tourism Bureau Office, flagged off a Metro train wrapped in colourful campaign images featuring popular web-series stars, Sumeet Vyas and Sapna Pabbi on a vacation to Taiwan.
Talking about the importance of the Indian market to Taiwan, Lin said, “As a tourism market India is one of the key countries for Taiwan, we see a lot of potential in the Indian market. Last year we had more than 50,000 visitors from India which is a big number for Taiwan”.
Lin revealed that Taiwan spent over 1.6 million US dollars to promote their tourism in India. "We will spend even more in 2020," he added.
Unveiling their future plans, Dr Lin said that they will be soon coming up with some campaigns in movie theatres, high-end malls and airports.
Discussing the potential reasons for smaller countries to invest in India, Nishant Kashikar, Country Manager – India & Gulf, Tourism Australia, tells India is one of the fastest growing economies in the world with an ambition to be the fourth largest economy and achieve a GDP of USD 5 trillion by 2024. It has an aspirational middle class of 300 million with rising disposable incomes, and which is expected to grow to 500 million by 2025.
With 26 million international trips recorded last year, and the number expected to rise to 35 million by 2020 and 70 million by 2025, India is also one of the fastest growing outbound travel markets globally, he adds.
Talking about Australia’s investment strategy, Kashikar shares that since the launch of Tourism Australia’s India 2020 Strategic Plan, the Australian government has doubled its marketing investments in India, owing to which Australia has maintained the highest ranking in terms of awareness, aspiration, intention, desirability, consideration and advertisement recall amongst its competitor set.
India continues to be a priority market for Tourism Australia and we will continue to ramp up our marketing investments to capitalize on the India opportunity, elucidates Kashikar.
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