Tourism Australia and Singapore Airlines sign agreement to promote tourism

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Tourism Australia and Singapore Airlines have signed a three-year strategic marketing deal worth USD 7.93 million, reiterating their commercial ties.

As per the agreement the two parties will jointly fund a range of tourism campaigns and promotional activities in eight of Australia’s key inbound markets – Singapore, as well as China, Germany, India, Indonesia, Japan, Malaysia and the UK.

“The renewal of the strategic cooperation with Tourism Australia underscores its commitment to Australia’s tourism and travel industry,” said Mak Swee Wah, Singapore Airlines’ Executive Vice President Commercial.

“Singapore Airlines has been bringing visitors to Australia for over 50 years and the extension of this partnership with Tourism Australia will work as the main channel to enhance inbound travel through our hub in Singapore to Australia. With Singapore Airlines’ wide network reach in target markets and Tourism Australia’s marketing prowess, we are confident that we can leverage each other’s strengths to attract more visitors from all over the world to Australia,” he added.

“Singapore Airlines is an important partner and Changi Airport is a vital aviation hub for international tourists travelling down under,” said John O’Sullivan, Tourism Australia’s Managing Director.

“Singapore Airlines has an extensive network across Asia and Europe which aligns closely with key markets targeted by Tourism Australia. Working closely with Singapore Airlines will help our campaigns to convert traveller interest into actual tourism bookings,” he added.

“The eight markets covered by this agreement represented four million international visitors and USD 15.57 billion in collective spending last year, which is a measure of the importance of our on-going partnership with Singapore Airlines. The strength of their network and the quality of their product are significant assets that we know resonate strongly with the type of high value traveller that we are targeting in both Asia and Europe,” said Sullivan

Singapore Airlines currently operates more than 130 scheduled flights per week to Australia, serving Adelaide, Brisbane, Canberra, Melbourne, Perth and Sydney. This represents eight per cent of all Australia’s international arrivals. Together with subsidiary airlines SilkAir and Scoot, the SIA Group has close to 170 weekly flights to Australia.