Qantas and Tourism Australia make multi-million dollar agreement to promote Australia

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Tourism Australia and Qantas Airways Limited have started a joint venture to promote Australia to the rest of the world. The two organisations have signed a three-year agreement worth of $20 million.

According to the deal, both the organisations will take initiatives to attract more international visitors to Australia, with the primary focus on visitors from Asia, Europe, the United States, and the United Kingdom. John O’Sullivan, the Managing Director of Tourism Australia, and Alan Joyce, the CEO of Qantas Group, signed the agreement on Tuesday, August 3.

Joint campaigns will be launched and digitally promoted through social media and other mediums to better reach the potential travellers to Australia. According to Mr Joyce, the deal would facilitate Australia’s tourism grow bigger and bring more benefits for the country. He said that what brought the two organisations under the same roof was their shared vision about making Australia’s tourism industry stronger.

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Photo Credit: Qantas

Mr Joyce continued saying that both the tourism industry and the upcoming initiatives under the deal would build on what Qantas has been doing over the past two years. The airline company has been making alliance with the biggest airlines in the world and investing on fleet, lounges, and in-flight facilities to provide the best travel experience to visitors to Australia.

Mr O’Sullivan also expressed his delight over the multi-year agreement with Qantas. He hoped that the deal would bring something great for Australian inbound tourism and increase regional dispersal and international inbound traffic.

Apart from the new partnership with Tourism Australia, Qantas has already made marketing agreements with various marketing agencies in Northern Territory, Tasmania, Western Australia, Victoria, Queensland, and New South Wales. The company invests over $80 million in their mission of promoting Australia to the rest of the world.

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Photo Credit: Tourism Australia

Qantas Group has already brought huge improvement in Australia’s tourism industry. A recent report published by the Deloitte Access Economics showed that the company supported 105,000 jobs across the country by facilitating $9.5 billion in tourism expenditure in the year 2014/15.

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Rehana Akter

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