Australia aims to double Indian visitors

"Such customisation can include offering Indian cuisine (including vegetarian options), complimentary service and high-end experiences, attractive night-life options, value added experiences including room upgrades and hotel poterage and money can't buy experiences such as interaction with local celebrities such as Australian cricket personalities," he cited.

McEvoy opined that word of mouth advocacy was all powerful in destination marketing.

"Tourism Australia works closely with well known identities and celebrities to share their stories and passion for Australia with others. It also underpins our global

marketing campaign - There's nothing like Australia - and brings it to life with rich and compelling testimonies of why people should travel to and through Australia," he said adding that The approach was very effective in reaching potential travellers and inspiring them to take action to experience Australia first hand.

Tourism makes up 5.6 per cent of Australia's Gross Domestic Product (GDP), which equals that of the mining industry-another super-profit sphere, responsible for the

greatest coal exports in th world.

Some 874,400 people are employed in the tourism sphere, making up almost 8 per cent of the total employment in Australia.

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