Barry O’Farrell launches tourism campaign to attract Indians

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NSW Premier Barry O’Farrell and Minister for Tourism, Major Events and the Arts, George Souris on Tuesday 14 February launched a tourism campaign, Jhappi Time, aimed at encouraging visitors from India to Sydney and NSW. Jhappi Time aims to promote NSW as a key destination for travellers from India to Australia, Mr O’Farrell said at the launch.
“Sydney is the number one Australian destination for Indian travellers, with regional NSW growing in popularity among tourists from India,” he said.
“India is one of the State’s most important tourism, trade and business investment markets, and Jhappi Time will enhance tourism from India, which is currently worth an estimated $183 million a year to the NSW economy.
“Growing the tourism market is essential for jobs and investment in NSW,” Mr O’Farrell said.
Mr Souris said that more than 77,000 visitors arrived in NSW from India in the year to September 2013, making up 44% of all visitors from India to Australia. More than 60% of these tourists were first-time visitors, and 38% were visiting family and friends.
A digital marketing campaign by Destination NSW showcases the best of Sydney and NSW to Indian visitors in an attempt to woo the booming market for travellers from India.
The campaign features four vignettes directed by Anupam Sharma, head of Films and TV for the Australian India Film Fund. The short films are set in various popular tourist locations around NSW including Sydney, Manly Beach and the Blue Mountains. A cast of local Indian dancers, actors and musicians feature in the campaign.
Destination NSW CEO, Sandra Chipchase, described the campaign as an industry first that will ensure Indian travellers will have NSW front-of-mind when they plan their Australian holiday.
“Destination NSW has worked with Anupam Sharma to create a fun, unique and culturally authentic campaign that will appeal to Indian travellers’ love of family, fun and good times,” Ms Chipchase said.
“More than one-third of Indian visitors come to New South Wales to spend time with their loved ones, so we are tapping into the enormous potential of the ‘Visiting Friends & Relatives’ market segment in NSW,” Chipchase said.

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