Tourism Australia and Singapore Airlines
have signed a three-year marketing agreement aimed at
promoting business events travel to Australia.
Under the MOU,
Tourism Australia and SIA will jointly deliver a
range of marketing and promotional trade activities within Asia
and the United Kingdom to promote Australia as the ideal
destination for business events.
Prior to the global COVID19 pandemic, business events was a strong
performing sector for Australia with 1.04 million arrivals,
spending A$4.5 billion for the year to 31 December 2019.
“Australia has always been an
attractive and popular destination for both leisure and corporate
travellers, and Singapore Airlines remains firmly committed to
keep Australia connected to the world,” said JoAnn Tan, Senior
Vice President Marketing Planning, Singapore Airlines. “With our 111 weekly
services between Singapore and seven points in Australia, coupled
with our extensive passenger network, we are pleased to support
efforts in promoting business events travel to Australia.”
The announcement complements recent Tourism
Australia initiatives in the business events sector, including the
new business events brand campaign, There’s Nothing Like Australia
for Business Events, which was recently rolled out in Greater
China.
The campaign features a new creative strategy that shows
how Australia has everything you would expect from a business
event destination, plus so much more.
Tourism Australia is also ramping up its business
events distribution activity, providing qualified planners, agents
and media with the opportunity to experience Australia first hand, including the recently announced Business Events Australia
Asia Mega Famil Showcase, which will be held in April with host
city partner BESydney and Tourism Australia’s incentive showcase
Dreamtime, which will be held in November 2023 with host city
partner Business Events Adelaide.
“Singapore
Airlines is one of our longest standing airline partners and I am
thrilled we are working together once again to promote why there’s
nothing like Australia for business events. Business events are
incredibly valuable to Australia’s visitor economy and strategic
partnerships such as this, help to secure future business for
Australia,” said Andrew Hogg, Tourism Australia’s Executive
General Manager of Eastern Markets and Aviation.
