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A five-year, $30 million marketing deal has been agreed between Tourism Australia and Etihad Airways to boost inbound tourism to the country.
The new commercial deal extends an existing three-year agreement worth $12 million which expires this year.
The aim is to promote Australia with new tourism campaigns in the UK, Germany, France and Italy.
The agreement will also cover targeted support for Tourism Australia’s trade and business events programme, including continued support for Dreamtime.
The airline will also provide international tickets for media/trade and business events fam schemes.
Tourism Australia managing director, John O’Sullivan, said: “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.”
Etihad Airways president and chief executive, James Hogan, said: “Today’s announcement of a further $30 million 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 Air Berlin, 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.”
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