Singapore Airlines deepens ties with Tourism Australia

SINGAPORE - Singapore Airlines (SIA) and Tourism Australia have signed a three-year marketing deal worth A$12 million (S$13.4 million) to fund a range of tourism campaigns and promotional activities in seven key markets.

These markets include Singapore, Malaysia, Indonesia, India, the UK, Germany and China.

Mr Mak Swee Wah, SIA's Executive Vice President Commercial, said that the strategic partnership with Tourism Australia continues to be key in driving tourism.

"Combining Tourism Australia's marketing prowess with Singapore Airlines' network reach remains a winning proposition in key target markets to bring travellers to Australia. Leveraging the opportunities presented across Europe and Asia in partnership with Tourism Australia enables us to reach better conversion rates and cement Singapore as the optimal gateway hub to Australia."

Tourism Australia Managing Director John O'Sullivan said: "Asia continues to be a powerhouse for Australian tourism. As one of the region's largest international carriers serving all of Australia's capital cities, Singapore Airlines is a critical airline partner for us as we seek to drive further growth in our international arrivals."

Outside of New Zealand, Singapore is the most connected city to Australia.

It is currently Australia's fifth largest source market for international tourists with visitors from Singapore generating A$1.1 billion in total expenditure in 2013, according to SIA.

stephluo@sph.com.sg