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. “Through our extensive global network we are continuing to promote travel to Australia, enabling visitors to discover the wide variety of experiences that the country offers, from rugged natural wonders to cutting-edge lifestyle offerings.”
Earlier this year, SIA boosted capacity on its Adelaide route from seven to 10 weekly flights, while a fourth daily service has been introduced to Perth. SIA also operates its Airbus A380 on two of the three daily flights to Melbourne, and two of the four daily flights to Sydney. Only last week the airline expanded its codeshare agreement with Virgin Australia, giving it access to 32 Australian cities.