The FINANCIAL — Qantas and Tourism Australia on May 31 announced a new three year $44 million partnership to market Australia internationally as a tourist destination.
According to Qantas, the Memorandum of Understanding (MOU), announced at the Australian Tourism Exchange (ATE) in Adelaide, covers activity over the next three years including international cooperative marketing campaigns, major trade events, business events and public relations activities.
Qantas Group Executive Commercial, Mr Rob Gurney said this agreement was a partnership which would deliver significant benefits for the tourism sector in Australia.
“Qantas is Australia’s national airline so it makes sense that we would partner with Tourism Australia to promote Australia as a tourist destination,” Mr Gurney said.
“Qantas carries millions of passengers each year with our extensive domestic network taking people across Australia from our largest cities to our smallest towns.
“Qantas is an enthusiastic supporter of the Australian tourism industry spending in excess on $90 million dollars in the last financial year to promote Australia.
“We look forward to working with Tourism Australia on this cooperative activity to strengthen Australia’s position as a desired tourism destination and covert that desire into visitation,” Mr Gurney said.
Tourism Australia Managing Director, Mr Andrew McEvoy said today’s announcement recognised the importance of the Tourism Australia Qantas partnership to Australia’s tourism marketing effort.
“No other airline in the world puts Australia at the heart of everything it does and that’s why the partnership with Qantas is critical to the future tourism growth,” Mr McEvoy said.
The joint Qantas and Tourism Australia multi-million dollar activity will take place across Europe, Asia, US and New Zealand.