Tourism Australia and STA Travel has signed a new AUS$9 million (GBP6m) Memorandum of Understanding (MoU) to promote youth travel to the country.
The new three-year agreement follows several collaborations between the two including Tourism Australia’s ‘Best Jobs in the World’ competition, which will be leveraged in the first year of the MoU to promote working holiday packages.
The two will work together on a series of marketing activities and hope to expand the MoU to state and territory tourism partners.
It will include promotion to the UK market as well as Germany, France, the US, Japan and Singapore.
The agreement was signed in London by Tourism Australia’s new general manager for the UK Denise Von Wald and STA’s CEO John Constable.
“The success of our recent collaboration on ‘Best Jobs in the World’ has already demonstrated strong commercial results, and we hope to see this performance continue as we formalise and further extend our partnership with STA Travel,” said Von Wald.
Constable added: “Australia is a core part of STA Travel’s business and whilst the short term partnership agreements have delivered strong results, we see a longer term approach as much more beneficial to driving more youth business to Australia.”
The tie-up is part of an overall strategy from Tourism Australia to cement on-going partnerships overseas that include more than just airlines.
“Up to now, most of our major strategic marketing agreements have been with airlines, so this deal marks a significant and very positive step towards broadening the international marketing and distribution of Australian holidays,” said Andrew McEvoy, managing director of Tourism Australia.