Three cooperative marketing campaigns are being launched throughout Asia this year by Tourism Australia and Qantas. The goal of the campaigns is to attract visitors from the Asia region.
The campaigns are part of a $9 million recovery package, provided to Tourism Australia by the federal government, designed to help the Australian tourism industry capitalize on opportunities for growth in key overseas markets and take advantage of a return in consumer confidence in overseas travel.
Qantas chief executive officer Alan Joyce said: “The last 12 months have been tough for the tourism and aviation industry in Australia, and this extra spend is a positive step on the long road to recovery. The time is right for the tourism industry to join together and showcase what Australia has to offer.”
The joint Qantas and Tourism Australia multi-million dollar activity will take place across Singapore, China, Hong Kong, India, Japan, and New Zealand.
“Qantas is an enthusiastic supporter of the Australian tourism industry spending in excess on $90 million dollars in the last financial year to promote Australia. No other airline in the world puts Australia at the heart of everything it does,” Mr. Joyce said. “The biggest growth market in the world for aviation will be in Asia – and Qantas is ready to welcome a whole new generation of leisure and business travelers.”
In China, Qantas is a major sponsor of the Australian government’s National Pavilion at the Shanghai Expo 2010. The event is expected to attract at least 70 million people between May and October 2010.
“The sponsorship is a unique opportunity to help the government and other supporters showcase Australian history, cities, and peoples in the world’s fastest-developing major economy, Mr. Joyce said. “Qantas welcomes the additional support provided by the federal government and is very pleased to partner with Tourism Australia on these campaigns. I am confident Australia will derive great benefit by generating business and leisure travel through this joint activity.”