Australian tourism is set to benefit from the ongoing relationship between Tourism Australia, Virgin and Etihad as the three parties invest millions to promote the local industry.
Australia’s tourism body, Tourism Australia (TA) revealed an intent to renew its agreement with Virgin Australia, which will see the two parties jointly spend $50 million over the next five years – the largest ever commercial arrangement TA has entered with an airline partner.
A similar five-year agreement was penned with Etihad, but will see the two parties invest around $30 million in marketing to key overseas markets.
The primary marketing focus for the deal with Virgin Australia will be the United States – Australia’s fourth largest inbound market.
Currently travellers from the USA are worth more than $2.6 billion in annual tourism expenditure and are predicted to grow up to A$5.5 billion by 2020.
In addition, the agreement will cover targeted support for TA’s premier trade and business events program, including continued support of Australia’s largest tourism and trade events, Australian Tourism Exchange (ATE) and Dreamtime.
Virgin Australia will also host travel for international and domestic influential visitors such as media, delegates and business and trade decision makers.
Meanwhile, the Memorandum of Understanding with Etihad will see the two promote Australia to international and business travellers within Europe.
A new tourism campaign will roll out in the United Kingdom, Germany, France and Italy.
In addition, the agreement will cover targeted support for TA’s trade and business events program, including continued support for Dreamtime.
The airline will also provide international tickets for media/trade and business events famil programs.
TA Managing Director, John O’Sullivan, said the new agreements will provide valuable support for TA’s global campaigns and marketing activities, as well as some of the industry’s most important trade and business events.
