SIA strengthens Australian tourism ties

Singapore Airlines (SIA) has strengthened its presence in Australia with the signing of agreements with six tourism organisations in the country.

New agreements with the South Australia Tourism Commission and Destination New South Wales, as well as expanded partnerships with Tourism Australia, Tourism Queensland, Tourism Victoria and Tourism Western Australia, will see SIA work to promote Australia and its states in several key markets, including the UK, Germany, India, Indonesia and Singapore.

The agreements are for a period of two to four years, with the investment for the current financial year totalling more than AU$5 million (US$5.2m). This will include jointly-funded advertising campaigns and fam trips for travel agents and media to various Australian destinations.

“Australia has always been an important market for Singapore Airlines, and these partnerships serve to strengthen our ties with the country’s tourism organisations,” said the carrier’s Acting Senior Vice President Sales & Marketing, Chin Yau Seng. 

By Amanda Greenwood, 25 November 2012, Sunday 7:35 PM