Launched in February this year, Jhappi Time, which translates to ‘Hug Time’ in Hindi, is the only tourism campaign executed by an Australian state tourism body specifically targeting the visiting friends and relatives market in India.
Deputy Premier and Minister for Tourism and Major Events Troy Grant said: “The latest ABS data shows arrivals from India to NSW increased by 21.2 per cent for year-end August 2014, and the hugely successful Jhappi Time campaign no doubt contributed to this result.”
“India is a key inbound tourism market for NSW, with Sydney the top Australian destination for Indian visitors in the year ended June 2014. Tourism from India is currently worth an estimated $182 million to the NSW economy.
“The Indian travel industry has also recognised the enormous potential of the campaign, with seven key travel trade partners promoting and selling travel packages and airfare offers to the Indian market. To date, our industry partners in India have sold travel packages to NSW worth more than $3 million to the State,” he said.
The Jhappi Time campaign will also be shown at the Australian Film Festival of India (AFFI) this month. Now in its third year, AFFI will screen a cinematic feast of the best of Australian feature films, documentaries, short films and television with AFFI movies shown in cities across India, including Delhi, Mumbai, Goa, Chennai, Bangalore, and Jaipur.
The AFFI, which runs from November until late in 2015 in partnership with other major film festivals in India, is proudly supported by Destination NSW.