Qantas inks $28m tourism deal

Sarah Homewood
By Sarah Homewood | 19 July 2016

Qantas and the NSW government have announced a $28 million deal which sees the pair work together to promote Sydney and regional NSW to the world.

The airline and NSW Government are launching a digital marketing push, which will see the companies push social media and virtual reality to show people the best the state has to offer.

The VR push will centre around Vivid, the light, music and ideas festival, and will see Destination NSW and Qantas launch a three-stage digital marketing project aimed at driving early bookings in 2017.

This new three year partnership extends a three year deal, which was originally inked in 2013.

Qantas International CEO Gareth Evans said the national airline had brought more than one million international visitors to Sydney in 2015 – nearly double any other airline – and was pleased to keep investing in tourism attraction with the NSW Government.

“Over the last three years, we have seen a double digit percentage increase in the number of travellers from Asia to NSW with China, Japan, Singapore and Hong Kong as the biggest markets.

“We know that online and social media campaigns are really effective at inspiring more people to travel to Australia, so that will be a big part of our focus,” Evans said.

The partnership will zone in on both destination and events including joint marketing and advertising campaigns with a focus on online and social, trade partner campaigns, public relations activities and trade and media visits.

NSW Minister for trade, tourism and major events Stuart Ayres said as Australia’s premier tourism and events destination, NSW received 3.6 million overseas visitors spending nearly $9 billion in NSW in the 12 months to March this year.

“Offering our visitors exciting major events and safe, high quality air travel through key industry partners including Qantas are critical as we work towards our goal of doubling overnight visitor expenditure to NSW by 2020,” Ayres said.

Qantas works with each of the tourism organisations in Victoria, Queensland, Western Australia, Tasmania and Northern Territory to encourage more visitors to Australia.

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