Tourism Australia and Singapore Airlines sign $12 million agreement

Tourism Australia will work with Singapore Airlines to lure more tourists from Singapore, Malaysia, Indonesia, India, the United Kingdom, Germany and China as part of a new $12 million, three-year marketing deal.

Under the agreement – the third-largest Tourism Australia has with any airline – Singapore Airlines will be the exclusive airline partner for all Restaurant Australia campaigns in Singapore, India, Indonesia and Malaysia.

The Restaurant Australia campaign is designed to encourage high-spending tourists to visit Australia to take part in its gourmet food and wine options.

Singapore Airlines’s support for Restaurant Australia will include providing flights for 30 top Asian food and wine influencers taking part in the campaign finale – a gala dinner at MONA in Tasmania on Friday.

Tourism Australia managing director John O’Sullivan said Singapore Airlines was one of the marketing group’s longest standing airline partners, with a relationship stretching back more than two decades.

“Asia continues to be a powerhouse for Australian tourism,” he said. “As one of region’s largest international carriers serving all of Australia’s capital cities, Singapore Airlines is a critical airline partner for us as we seek to drive further growth in our international arrivals.”

Singapore Airlines executive vice president commercial Mak Swee Wah said leveraging the opportunities across Europe and Asia in partnership with Tourism Australia enabled his airline to achieve more bookings and cement Singapore as the optimal gateway hub to Australia.

The number of inbound arrivals from Singapore rose by 9.4 per cent in September, according to the latest Australian Bureau of Statistics data, while arrivals from nearby Malaysia grew by 25 per cent in the same period. Both countries had more tourists visiting Australia in September than Japan, which was once the nation’s largest inbound market.

Tourism Australia’s largest marketing deal is with Virgin Australia Holdings, which was upgraded to $20 million over three years last month. The second-largest is a $14.3 million three-year deal with Emirates agreed in October 2012.

Qantas Airways provides marketing support to state tourism authorities but not to Tourism Australia following a breakdown in relations between Qantas chief executive Alan Joyce and Tourism Australia chairman Geoff Dixon in 2012.

In total, Tourism Australia has marketing agreements with 21 international airlines which are important in providing the organisation with funding beyond its allocation from the Federal Budget.


Filed Under: TourismFeatured

About the Author:

RSSComments (0)

Trackback URL

Comments are closed.

Read previous post:
Rajasthan Tourism To Lease & Develop 35 Heritage Hotels With Private Investors

The Government of Rajasthan as part of developing tourism infrastructure in the state is planning to convert old forts and...