EMIRATES and Tourism Australia have agreed to spend $14.3 million over the next three years to promote Australia overseas.
The pair announced the joint marketing agreement in Canberra on Wednesday, with the focus to be on boosting visitors from countries such as the United Kingdom, Germany, France, Italy and New Zealand.
The money will be spent on advertising and event and sponsorship activities, Tourism Australia said in a statement.
The partnership with Tourism Australia is the largest investment Emirates had ever made with a national tourism body, the airline’s senior vice president for public, international, industry and environmental affairs Andrew Parker said.
Tourism Australia managing director Andrew McEvoy said the new partnership built on its cooperation with Emirates on some local marketing activities.
“Both parties have agreed there is now a need for a more strategic, longer term agreement to more effectively market Australia to Emirates’ extensive global customer base, in particular throughout Europe where the airline is so well established,” Mr McEvoy said in a statement.
Dubai-headquartered Emirates and Qantas have announced a proposed 10-year global partnership that is currently being considered by the competition regulator.
The proposed tie-up would involve joint marketing, pricing and scheduling on flights between Australia and Europe, the Middle East, North Africa, Asia and across the Tasman, as well as reciprocal frequent flyer benefits.