Tourism Australian, Emirates Ink Deal

Tourism Australia and Emirates have inked a deal to spend about $14.3 million in the next three years to help in the promotion of Australia overseas.

The two entities announced the partnership yesterday in Canberra. The joint marketing agreement would focus on increasing tourist visits from Germany, New Zealand, France, Italy and the United Kingdom.

According to Tourism Australia, the agreement would also focus on sponsorship activities, events and advertising. Andrew McEvoy, Tourism Australia’s managing director, said the partnership would also delve on local marketing activities.

According to Andrew Parker, Emirates’ investment is the largest it has made for a national tourism body. Parker is Emirates’ public, international and environmental senior vice president.

McEvoy said the two parties will implement a more strategic agreement that would market Australia to the rest of the world, using Emirates’ global customer base. The Dubai-based airline has a strong foothold on the European tourism market.

Qantas and Emirates have also inked a 10-year partnership. The partnership would include pricing and scheduling between the two airlines for flights in the Middle East, Asia, North Africa, Australia and Europe.

The deal would also include joint marketing and frequent flyer benefits.