Qantas and the New South Wales government have joined hands to promote Sydney and NSW globally.
The A$28 million deal will focus on social media and virtual reality to showcase the state to Asia and the world.
"Over the last three years, we have seen a double digit percentage increase in the number of travellers from Asia to NSW with China, Japan, Singapore and Hong Kong as the biggest markets.
"We know that online and social media campaigns are really effective at inspiring more people to travel to Australia, so that will be a big part of our focus," said Qantas International CEO Gareth Evans.
VR marketing will focus on Vivid, the light, music and innovation festival, and the NSW government and Qantas will jointly market the festival.
Campaigns will not only focus on the destination itself but will also implement specific campaigns around events.
"Offering our visitors exciting major events and safe, high quality air travel through key industry partners including Qantas are critical as we work towards our goal of doubling overnight visitor expenditure to NSW by 2020," NSW Minister for trade, tourism and major events Stuart Ayres said.
The agreement between the two parties extends an existing three year deal which was due to expire this year.
