Tourism Australia and Etihad Airways Deal Provides $30M Boost for Australia Tourism

Etihad Airways

Tourism Australia and Etihad Airways have deepened their commercial partnership by signing a five-year, A$30 million marketing deal to promote Australia to leisure and business travellers in key overseas markets.

The new 'Memorandum of Understanding' – signed on Monday 22 June at the Australian Tourism Exchange in Melbourne – extends an existing three-year deal worth A$12 million which expires this year.

Tourism Australia Managing Director, John O'Sullivan, said the new deal highlighted Etihad Airways' commitment to the Australian market.

“We're delighted to further strengthen our relationship with Etihad Airways. This is a landmark agreement which will provide valuable support for Tourism Australia's global campaigns and marketing activities, as well as some of the industry's most important trade and business events.

“Through their strong global footprint, particularly within Europe and their global partnerships, Etihad Airways is now one of Tourism Australia's most important aviation partners, actively supporting some of our most important international campaigns and playing a critical role feeding traffic to Australia's key international gateways,” Mr O'Sullivan said.

Etihad Airways President and Chief Executive Officer, James Hogan, said: “Today's announcement of a further $30M over five years to promote Australia overseas reinforces Etihad Airways' commitment to the Australian market.

“It's pleasing to see our continuing investment in Australian tourism attracting more and more visitors each year and delivering economic benefits to tourism operators Australia-wide.

“Etihad Airways and its partner airlines – notably airberlin, Alitalia, Air Serbia, Air France/KLM and Virgin Australia – offer a combined network of more than 180 cities throughout Europe and Australia, positioning us as enablers of sustainable tourism growth, and offering consumers greater choice and better connectivity.

“Together we add real muscle to Tourism Australia's efforts to promote tourism from overseas and enable visitors to see more of Australia while here.

“Plus, when it comes to the flying experience, there's not another airline operating to Australia that offers travellers the level of luxury, comfort and service of Etihad Airways' all-new A380 and B787 Dreamliner fleet with their revolutionary new first, business and economy class cabins.”

The primary focus of the deal will be promoting Australia to international leisure and business travellers within Europe – specifically rolling out new tourism campaigns in the United Kingdom, Germany, France and Italy.

In addition, the agreement will cover targeted support for Tourism Australia's trade and business events program, including continued support for Dreamtime. The airline will also provide international tickets for media/trade and business events famil programs.

Tourism Australia and Etihad Airways formalised their commercial partnership in November 2012 and have worked together on a number of key joint marketing activities since, including the UK launch of Tourism Australia's Restaurant Australia campaign, where Australia House in London was transformed into an Australian-themed 'pop up' restaurant.

The airline also flew more than 20 of the world's top food and wine influencers to Australia to take part in the campaign finale – an Australia-wide media famil and a gala dinner at MONA in Tasmania in November 2014.