Singapore Airlines (SIA) and Tourism Australia have signed a three-year strategic marketing deal worth A$11 million (US$8 million) as both parties reaffirm their commercial ties.
The agreement will see the two parties jointly fund a range of tourism campaigns and promotional activities in eight of Australia’s key inbound markets such as Singapore, Malaysia, Indonesia, China, India, Japan, Germany and the UK.
Tourism Australia’s managing director, John O’Sullivan, said in a statement: “The eight markets covered by this agreement represented four million international visitors and A$22 billion in collective spending last year, which is a measure of the importance of our ongoing partnership with SIA. 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.”
SIA 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.