Tourism Australia and Dubai-based Emirates will be spending an estimated A$14.3 million over the next three years that will further improve inbound visitation from Europe and New Zealand.
Targeting tourists from the United Kingdom, Germany, New Zealand, France and Italy, the arrangement will feature joint marketing initiatives presented on both traditional and digital media platforms, including event and sponsorship activities as well.
Andrew McEvoy, Tourism Australia managing director, said the deal strongly banks on Emirates' strong and growing commitment to the Australian market since its first flight into the country in 1996.
"Tourism Australia has worked with Emirates on local cooperative marketing activities across individual markets for some years now, and very successfully so, linking Australia's visitor appeal with the airline's extensive schedule and internationally recognised and well respected brand," Mr McEvoy said in a statement.
Andrew Parker, Emirates' senior vice president for public, international, industry and environmental affairs, said the collaboration with Tourism Australia is its largest investment so far that was made with a national tourism body, the AAP reported.
"Both parties have agreed there is now a need for a more strategic, longer term agreement to more effectively market Australia to Emirates' extensive global customer base, in particular throughout Europe where the airline is so well established," Mr McEvoy said.
Flying from more than 30 destinations in Europe to Australia via Dubai, Emirates operates a total of 70 flights per week to Australia, including 21 to Sydney, 21 to Melbourne, 14 to Brisbane, and 14 to Perth.
This number is being groomed to expand to 84 weekly by early 2013.
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