Tourism Australia has signed a major new partnership with student travel company, STA Travel.
The AU$9 million (US$8.4m) three-year deal is aimed at promoting youth travel Down Under, and follows the recent collaboration between the two companies on the ‘Best Jobs in the World’ campaign. The partnership will encompass several of Australia’s biggest international visitor source markets, including the UK, US, Germany, France, Japan and Singapore, as well as domestic travel within Australia.
“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 Tourism Australia’s managing director, Andrew McEvoy.
“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,” he added.
Meanwhile, STA’s CEO, John Constable, said first year of the MoU would focus upon building on the ‘Best Jobs’ campaign and increasing youth holiday sales.
“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,” Constable said.
Currently Australia welcomes approximately 1.6m young tourists each year, representing more than a quarter of the country’s total arrivals. Tourism Australia noted that these young travellers tend to stay longer, spend more and travel more widely across the country than other market segments.
On average, youth travellers, which are classed as being 15-29 years-old, spend AU$7,279 per trip in Australia.
Under the MoU, Tourism Australia and STA will collaborate on a range of marketing activities, such as advertising, consumer promotions, digital marketing, public relations, social media and consumer shows.
The two parties said they also plan to expand the MoU to include state and territory tourism partners.
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