Singapore Airlines, Tourism Australia sign A$ 11 m marketing deal

Singapore Airlines and Tourism Australia have signed a new three-year strategic marketing deal worth A$11 million.

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 – China, Germany, India, Indonesia, Japan, Malaysia, Singapore and the UK.

Singapore Airlines’ Executive Vice President Commercial Mak Swee Wah said, “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 to this beautiful country. With Singapore Airlines’ wide network reach in target markets and Tourism Australia’s marketing prowess, we are confident that we can leverage each other’s strengths to attract more visitors from all over the world to Australia.”

Tourism Australia’s Managing Director John O’Sullivan said Singapore Airlines is an important partner and Changi Airport is a vital aviation hub for international tourists travelling down under.

“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,” he said. “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 Singapore Airlines. 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.”

Singapore Airlines 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.