The tourism industry in ASEAN is going weak at the knees and falling in love with India's rapidly expanding urban middle class. If pesky issues of visas, food choices and prejudices can be overcome, the infatuation will grow into a long-term marriage of dependency and mutual respect, so said Dr Nadkarni at his March 29 presentation at Bangkok's College of Innovation at Thammasat University.

Pictured left: Dr Sanjay Nadkarni (left) and Ashok Kapur

In his address, "Growth Drivers and Challenges for India Outbound Tourism to ASEAN," he told tourism industry leaders and students that if ASEAN's tourism destinations wanted to benefit from the Indian growth story they needed to create new offerings, sell them convincingly to the Indian travel agents and adapt to Indian needs. 



Indian travel agents also need to introduce Indian travellers to new products and experiences beyond trips to ASEAN's gateway cities for shopping and nightlife with quick add-on beach trips to Pattaya, Penang or Sentosa "to see and be seen".



Many Indian travellers to ASEAN destinations are first-timers and are very dependent on travel agent’s advice. "When Indian travel agents say, 'I've been there,' it reassures the Indian traveller," said Dr Nadkarni. 



Huge potential also lies in India's second tier cities such as Hyderabad, Trivendrum, Ahmedabad and Amritsar, he revealed. Cities with an affluent IT sector, such as Bangalore and Hyderabad, also have major potential for ASEAN destinations, even on long weekends in India. 



The number of Indians travelling abroad for holidays is increasing. Indian tourists taking more than one leisure trip a year is increasing at 16% annually, while those taking three or more leisure trips at about 200%,

Indians are big spenders on shopping, prefer luxurious hotel properties and love to tell their social peers they have been to exotic locations such as Bali. A six-day holiday inclusive of flights to the “Island of the Gods” can cost less than a domestic holiday to Goa or Kerala, which are both perceived as overpriced by many Indians. 



Dr Nadkarni warned that the availability of an Indian chef could be a deciding factor when Indians book a group or MICE holiday. Many Indians are vegetarian for religious or health reasons. ASEAN destinations need to be aware that a group from north India will expect a different kind of Indian cuisine that a group from south India. 



Overall India is a good "all weather" market, he noted.

"Indians tend to ignore travel advisories and will travel anyway. They have an innate sense of defiance."

Bangkok-based Khiri Asia, which specialises in promoting holidays to Thailand, Laos, Cambodia and Vietnam to Indian travel agencies, is looking beyond Bangkok and Pattaya to tap into the Indian outbound market.

"We're trying to promote Chiang Mai and Cambodia, which has great hotels, entertainment and deep Indian cultural roots. It's quite difficult. Over 90% just want Bangkok plus Pattaya or Phuket,” said 

Ashok Kapur, CEO of Khiri Asia.

For a full copy of Dr Nadkarni's presentation email: saza_24@hotmail.com

• Photo courtesy of Khiri Asia