Tourism Australia announced two new partnerships with Virgin Australia and Etihad Airways will provide $80 million boost for Australian tourism. With both partnerships, Tourism Australia will promote Australia to leisure and business travelers in key overseas markets.
Tourism Australia and Virgin Australia will jointly spend A$50 million over the next five years as a result of the partnership that represents the largest ever commercial arrangement Tourism Australia has entered into with an airline partner and builds on a successful existing three year arrangement with Virgin Australia.
On the other hand, A$30 million marketing deal with Etihad Airways will promote Australia to leisure and business travelers in key overseas markets. It extends an existing three-year deal worth A$12 million which expires this year.
Etihad Airways President and Chief Executive Officer, James Hogan, said: “Today’s announcement of a further $30M over five years to promote Australia overseas reinforces Etihad Airways’ commitment to the Australian market. When it comes to the flying experience, there’s not another airline operating to Australia that offers travelers the level of luxury, comfort and service of Etihad Airways’ all-new A380 and B787 Dreamliner fleet with their revolutionary new first, business and economy class cabins.”
The primary focus of the deal will be promoting Australia to international leisure and business travellers within Europe – specifically rolling out new tourism campaigns in the United Kingdom, Germany, France and Italy.
Tourism Australia Managing Director, John O’Sullivan, said the new agreements will provide valuable support for Tourism Australia’s global campaigns and marketing activities, as well as some of the industry’s most important trade and business events.