Aviation data analyst OAG has been taking a close look at efforts by
countries in Southeast Asia to attract Chinese and Indian tourists – and
indicates that while the focus of destinations in Asean will remain
on visitors from China – “the golden source market all countries are
aiming for” – the more visionary tourism boards across the region are
continuing to lay down solid promotional groundwork in tertiary cities
within India.
One example: Thailand previously launched marketing campaigns
specifically for Indian consumers, travel agents, and niche businesses,
among them marketing campaigns directed at Indian wedding planners and
couples. Campaigns for travel agents showcased Thai culture and tourist
attractions, catering to budget travellers and high-spending groups
alike.
“The fact that international arrivals into the Asean region from
India are nearing pre-pandemic levels is a clear indicator of its
medium-term potential - and once flight capacity starts to ramp up
beyond 2019 levels, as airlines plan, we could well see India joining
China at the top of the table for tourism arrivals - an altogether much
more robust future for the region than its previous over-reliance on the
Chinese market,” OAG noted.
McKinsey & Company has also been analysing the Indian outbound
market and says the country’s forecast growth in GDP per capita,
accompanied by a growing propensity for international travel, could lead
to “a wave of Indian travellers setting out to see the world”.
“If India follows China’s outbound travel trajectory (which it could,
due to similarity in population size and per capita income trajectory),
then Indian tourists could make 80 to 90 million trips a year by 2040.”
Further, McKinsey says India has already recovered 61% of its
pre-pandemic market, representing “a much quicker recovery than most
Asian countries”.
McKinsey is advising destinations looking to harness the full
potential of the growing Indian market to consider tailoring their value
propositions in alignment with one or more of the five key decision
points that influence where Indian travellers choose to go.
Asking the following questions, McKinsey says, could help
destinations to determine which factors align with what Indian
travellers look for when planning a trip.
- Research: How attractive and popular is the destination with Indian tourists?
- Accessibility: Is it easy to obtain a travel visa?
- Connectivity: Are there convenient flights that connect India to the destination?
- Booking: Is the destination affordable for Indian travellers, and is
there an adequate supply of hotels in the appropriate price range?
- Travel experience: What is the on-the-ground experience like for
Indian tourists in terms of weather, attractions, and whether the local
population is English speaking?