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Qantas and Tourism Australia in new $60 million global partnership

The Federal Minister Small Business and Tourism, The Hon Fran Bailey announced that Tourism Australia (TA) and Qantas will embark…

The Federal Minister Small Business and Tourism, The Hon Fran Bailey announced that Tourism Australia (TA) and Qantas will embark on a new three year global destination marketing partnership for Australia from July 1 worth more than $60 million.

TA Managing Director, Scott Morrison welcomed the announcement at the 2005 Australian Tourism Exchange (ATE) in Perth and said:

“As our national carrier Qantas is an airline that genuinely does call Australia home and shares Tourism Australia’s goal of increasing international demand for Australian tourism experiences. Our new partnership is based on continuing this commitment through joint investment in cooperative campaigns in addition to other activities such as supporting our visiting journalist programme and major events such as ATE and Dreamtime.”

The partnership will see TA and Qantas work together in twelve of Australia’s key source markets, namely UK, USA, Canada, Germany, France, Italy, Hong Kong, China, Singapore, Japan, India and New Zealand.

Key features of the new global partnership include:

  • Opportunity for broader trade and industry participation in the TA/Qantas co-operative campaigns
  • A clear focus on destination promotion consistent with TA’s global brand campaigns
  • Additional commitments beyond the partnership from Qantas and TA to separate retail and brand promotions in the markets.

“The new three year global partnership comes at an important time for the tourism industry. In November 2003, the Australian Government committed $120 million over four years to increase international tourism promotion through Tourism Australia.

“The Government’s commitment to increased funding over four years has enabled Tourism Australia to have greater certainty as we seek to source partners in the market to leverage up our marketing efforts.“

“The partnership, which is non-exclusive, also provides for TA to work with other partners to further leverage up our global marketing efforts”.

“This partnership is also a clear example of how co-operative activity with strong partners such as Qantas can deliver effective co-operative activities to help Tourism Australia achieve its clear purpose. This purpose contained in the Corporate Plan 2005/06 to 2007/08 released this week.

“Tourism Australia’s clear goal is to grow total visitor spend by increasing total and average length of stay and to grow dispersal and regional visitor spend by encouraging visitors to travel outside the major gateways. This will in turn generate jobs growth, particularly in regional, rural and remote areas and contribute to Australia’s continued economic prosperity.”

Theodore Koumelis
Co-Founder & Managing Director - Travel Media Applications | Website

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.