Singapore Airlines and Tourism Australia sign A$12 million MoU

Singapore Airlines and Tourism Australia signed a A$12 million (S$15.5m) three year Memorandum of Understanding (MoU) Monday, designed to market Australia as an attractive tourist destination. The commitment in this MoU is in addition to the existing commitments by Singapore Airlines toward promoting Australia in overseas markets, which come to almost S$10m a year.

Over the next three years, a co-operative joint marketing campaign will encourage tourists from across the world to visit Australia. The campaign will focus on many of the international markets currently served by Singapore Airlines, especially in Europe and Asia.

“Australia is globally recognised as a major tourist destination and we are pleased to be continuing our partnership with Tourism Australia to work together to encourage tourists to come here,” said Singapore Airlines Chief Executive Officer, Chew Choon Seng.

“Our extensive reach into important markets for Australian tourism, such as China, Japan, Germany, Korea and India, as well as Singapore itself will assist both of us to increase visitor numbers to Australia.”

The Memorandum of Understanding continues a formal relationship that has delivered tourism benefits to Australia for more than six years, and co-operatively for many years before that.

In addition, Singapore Airlines has committed to embark on another promotional campaign to encourage Americans to visit Australia if granted access to the Transpacific route from Sydney to Los Angeles.

“Singapore Airlines is looking forward to the outcome of the Australian Government’s aviation review and we hope to be given approval to fly from Australia to America in the near future. We are prepared to complement the commitment in this MoU with a sustained multi-million dollar promotional programme aiming to increase visitor numbers to Australia from North America,” said Mr Chew.

Singapore Airlines has provided a study from economic researchers, Econtech, that estimates the Australian tourism industry will benefit by at least A$126 million (S$161m) each year from the increased visitor numbers if there is more competition on the Transpacific route.

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