Tourism Australia and Singapore Airlines signed a new A2.7 million marketing agreement aimed at promoting business events travel to Australia.
Under the three-year memorandum of understanding (MOU), the two parties will each contribute A$1.35 million towards jointly developing a range of campaigns, marketing and promotional activities within Greater China promoting Australia as the ideal destination for business events.
Under the deal, Singapore Airlines will become Tourism Australia’s exclusive business events airline partner for marketing promotion activities within Greater China, targeted at both agents and corporate buyers.
“Singapore Airlines is one of our longest standing airline partners and has been helping to promote travel to Australia for years,” said Andrew Hogg, regional general manager, Greater China at Tourism Australia. “The signing of this new MOU dedicated to Business Events is further evidence of our desire and ability to work effectively with key airline partners on commercially focused marketing activities. Tourism Australia is committed to working with Singapore Airlines to achieve strong business events visitor growth for Australia.”
W.K Lim, regional vice president, North Asia for Singapore Airlines added that the airline has worked closely with Tourism Australia for a number of years, but that the partnership would expand this market segment to provide mutually beneficial opportunities.
“While the world is competing hard to attract business events visitors from key growth markets, [Singapore Airlines is] confident that with our long-standing presence and ongoing expansion across the country’s key gateways,” Lim remarked. “We have a winning proposition to present to the key target markets to drive more business events visitors to Australia and cement Singapore as the optimal gateway hub to Australia.”
Australia had recently been selected to host some of the largest incentive events from China, including the NuSkin China Incentive 2016 and Amway China Incentive 2017.
China’s importance to Australian tourism continues to rise, and it is Australia’s single largest source market, contributing more than A$5 billion annually. China represents the fourth biggest spending market for business events visitors, contributing A$238 million spending in the year ending September 2014.
Under Tourism Australia’s Tourism 2020 blueprint, a goal has been set to increase global Business Events spending to A$16 billion by the end of the decade.
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