Outbound Indians: Tourism Australia, Mauritius eye experiential branding

Australia, Mauritius focus on leveraging growing wanderlust among the young and affluent travellers

For years, Bollywood has been the best brand ambassador for Swiss Tourism in India, with several hundred heaving themselves up the snowy Alps every year, just for a glimpse of the spots that their stars cavorted in, in their movies. Now Tourism Australia is hoping to emulate the model, using prime time soaps on Indian television to inveigle its way into the burgeoning Indian travel market. It has stitched up alliances with Star TV, Balaji Telefilms among others to present the country as a series of adventures in food, sport and leisure and at the same is pushing fares down