Tourism Australia, SIA join hands to boost biz events to Australia

IN A NEW A$2.7 million (US$2.1 million) marketing agreement this week, Tourism Australia and Singapore Airlines (SIA) will collaborate on promoting business events travel to Australia.

Under the three-year MoU, each side will fork out A$1.4 million for marketing campaigns and promotional activities to be held in Greater China.

The promotions are aimed at both travel consultants and corporate buyers alike.

The deal effectively seals SIA’s position as Tourism Australia’s exclusive business events airline partner for the region.

Andrew Hogg, regional general manager Greater China at Tourism Australia, said: “SIA is one of our longest standing airline partners and has been helping to promote travel to Australia for years. The signing of this new MoU dedicated to business events is further evidence of our desire and ability to work effectively with key airline partners on commercially focused marketing activities. Tourism Australia is committed to working with SIA to achieve strong business events visitor growth for Australia.”

China is a key market for the Australian business events industry and contributes over A$5 billion annually as the fourth largest spending market for business event visitors in the year ending 2014.

Australia is set to host a number of mega incentives from China, including the NuSkin China Incentive 2016 and Amway China Incentive 2017.

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