A new deal worth $20 million has been signed by Qantas and Tourism Australia, which will see the organisations work to promote Australia as a holiday destination all around the world.
Joint campaigns will see an increased emphasis on digital marketing under the terms of the three-year agreement, which is hoped to attract more international visitors from the US, Asia, the UK and Europe.
These marketing campaigns will be supported through public relations, social media and trade activities, while an anonymised data sharing arrangement between Tourism Australia and the national carrier is also included in the deal.
It is hoped this will help to expand the reach to a broader base of tourists considering travelling to Australia.
Qantas already invests more than $80 million in promoting Australia to the world. Partnerships with marketing agencies from New South Wales, Queensland, Victoria, Western Australia, Tasmania and Northern Territory are already in place, in addition to the new partnership with Tourism Australia.
Chief executive officer of the Qantas Group Alan Joyce said the multi-million dollar investment with Tourism Australia will serve to continue the momentum of the tourism boom to deliver bigger benefits for Australia.
"Both Qantas and Tourism Australia want the same thing - a strong tourism industry that makes Australia the first choice for people all over the world," he commented.
"With tourism both to-and-within Australia on the rise, it's the ideal time for us to join forces once again."
John O'Sullivan, managing director of Tourism Australia, said he is very pleased to renew the agreement with Qantas, as it makes sense for both companies, as well as for inbound tourism.
He said the resource sharing formalised in the new deal can facilitate opportunities to grow international inbound traffic, as well as to increase regional dispersal.
"The plans we have around data sharing are particularly exciting, allowing us to be more efficient and effective with our advertising," he remarked.