THE ROLES OF TOURISM AUSTRALIA TO INCREASE INDIAN VISITORS BY IMPLEMENTING THE INDIA 2020 STRATEGIC PLAN (2012-2016)

Abstract

Tourism has developed into a universal phenomenon for over few decades and become the fastest and the largest growing service industry in the global economy. It contributes to the socioeconomic progress of many nations through export revenue, opening jobs opportunity, develop enterprises, and build good infrastructures. Asia Pacific region is known as the strongest performing tourism area in the world competing with the European region. Australia sees tourism industry as an important component for its national economic development. In order to support national income of Australia, Tourism Australia as the National Tourism Organization creates 2020 strategic plan and specifically targeting Indian visitors. Tourism Australia and the Australian government create The India 2020 Strategic Plan in order to increase more Indian visitors and to achieve the Australian economic interests. This study uses the theory of soft power and public diplomacy concept as perspectives to help elaborate the role of Tourism Australia in increasing Indian visitor by implementing the strategic plan. The theories explain that soft power is the ability to achieve country's interest through attraction rather than coercion or payments and public diplomacy concept is a way that can be use to achieve it. During 2012-2016, Tourism Australia has made several attempts such as conducting research for targeted market, conducting business event and workshop, create strategic and interesting campaign, approaching entertainment and sport industry, and strengthen the relationship in aviation sectors to support the development of this tourism industry. The study discovers that Tourism Australia has made excellent progress toward the increasing of Indian visitor to visit Australia and achieve Australia's economic interest.