The NSW Government has signed its third major consecutive marketing partnership with Australia’s flagship airline, Qantas. The three-year deal is worth more than $24 million and aims to promote Sydney and regional NSW around the world as must-visit destinations.
Minister for Tourism Stuart Ayres said the NSW Government is proud to again partner with Qantas building on the incredible success of the previous two deals over the past six years.
“More than 90 campaigns were delivered over the duration of the 2016-2019 MOU, generating more than $129 million in overnight visitor expenditure for NSW.
“We are delighted to be continuing this partnership with Qantas, which will provide both Qantas and Destination NSW with unprecedented opportunities to leverage each other’s marketing assets both domestically and internationally.
“The NSW Government values the significant role tourism plays in our State’s economy, and a partnership of this scale will go a long way in helping us work towards our goal of reaching $55 billion in overnight visitor expenditure by 2030.”
The new Memorandum of Understanding (MoU) will cover domestic and international markets, including New Zealand, North America, the United Kingdom, Japan, Singapore, Indonesia, China and Hong Kong.
Qantas Domestic CEO Andrew David said Qantas was the largest private investor in Australian tourism and was pleased to promote NSW on the global stage.
“As the national carrier, we know the importance of tourism in Australia and the value of partnerships like this to the tourism industry and the state economy,” Mr David said.
“Through this partnership we’re continuing our efforts to encourage more people from around the world and Australia to experience everything that NSW has to offer.
“This partnership is designed to increase visitor numbers and spending throughout the state. Our international customers arriving in Sydney can connect to our flights to popular destinations like Lord Howe Island and Byron Bay or explore the wineries of the Hunter Valley.”