Singapore Airlines and Tourism Australia have strengthened commercial ties with a new multi-year strategic marketing partnership.
The A$11 million agreement runs for three years and focuses on tourism campaigns to lure travellers to Australia from core markets including Singapore, Malaysia, Indonesia, China, India, Japan, Germany, and the UK.
These markets represent about four million international visitors which generated A$22 billion in collective spending last year.
"Singapore Airlines has been bringing visitors to Australia for over 50 years and the extension of this partnership with Tourism Australia will continue to be key in driving inbound travel through our hub in Singapore," said Mak Swee Wah, SIA’s executive vice president, commercial.
The airline currently operates130 scheduled flights per week to Adelaide, Brisbane, Canberra, Melbourne, Perth and Sydney, and handles about 7% of all Australia’s international arrivals.
"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 extends the reach of Tourism Australia’s campaigns to help convert traveller interest into actual tourism bookings," said Tourism Australia managing director, John O’Sullivan.
