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Tourism Australia links with Singapore Airlines to push holidays to Australia

Building on an existing MICE partnership, the two organisations will increase their focus on leisure tourism in a newly-signed deal.

The new three-year deal will boost Australia's profile as a holiday destination.

Singapore Airlines and Tourism Australia have signed a new three-year partnership which will see both parties provide funding to jointly promote leisure tourism to Australia in a variety of international markets.

In a signing ceremony held last week in Singapore, the agreement builds on an existing tie-up formalised earlier this year which is focused on promoting Australia to business events groups to consider hosting their events in one of the seven cities served by Singapore Airlines and its low-cost offshoot, Scoot.

The two airlines currently offer more than 140 flights per week between Australia and Singapore, with this number set to rise with increased capacity to be added to the market next year.

The deal will see co-branded marketing rolled out in key markets such as the United Kingdom, Germany, India, Indonesia and Singapore itself, all positioning Australia as a premier tourist destination.

Tourism Australia Managing Director, Phillipa Harrison, said the organisation has a long and successful history of working with Singapore Airlines on joint marketing activities.

“At this critical time when international travel is continuing to rebuild and return to growth, we are excited about formalising our partnership with Singapore Airlines to urge more travellers to choose Australia for their next holiday,” Harrison said.

Singapore Airlines Chief Commercial Officer, Lee Lik Hsin, said the renewed agreement highlighted the importance of Australia in the airline’s network.

“This partnership with Tourism Australia will allow us to jointly promote leisure travel through our Singapore hub, further driving traffic from key markets so that our customers can explore the beauty and diversity of Australia in 2024 and beyond,” Lik Hsin said.

Pictured above at the signing ceremony is Ann Lim, Tourism Australia Country Manager Singapore; Robin Mack, Tourism Australia Executive General Manager Commercial and Business Events Australia; Dai Haoyu, Singapore Airlines Acting Senior Vice President Marketing Planning and Rachel Tan, Singapore Airlines Vice President Brand and Marketing.

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Written by: Matt Lennon
Published: 22 November 2023

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