TOURISM AUSTRALIA AND JETSTAR LAUNCH NEW AGREEMENT
Tourism Australia and Jetstar launch new agreement - Luxury Travel Magazine
| By: Danielle Robertson |
| Date: 26th October, 2011 |
| A $10 million marketing deal has been signed between Tourism Australia and Jetstar. This contract aims to increase Japanese inbound tourism to help expand Australia’s presence in Asia Pacific. It is a three-year agreement with each company contributing up to $1.6 million per year. This arrangement allows leverage for affordable air travel as well as attracting arrivals from Japan, Indonesia and Malaysia. With a decrease of Japanese tourists over the past 10 years, the first $2 million will be used to rejuvenate the Japanese market. Tourism Australia’s Managing Director, Andrew McEvoy, said this contract embodies a new approach to Japan and allows for a focus on Asia. "It unlocks real value by leveraging the combined skills, expertise and resources which both our organizations have long demonstrated in Asia. With Jetstar Japan launching domestic services within the world's third largest economy in 2012, Australia will become more accessible than ever to holidaymakers from some of Japan's key cities,” Mr McEvoy said. Japan is currently Australia’s fifth largest market for international tourists. In 2010 nearly $1.5 billion dollars was spent. Tourism Australia’s goal is to double overnight visitor expenditure to $140 billion by 2020. Mr McEvoy said partnerships are essential to achieving this. "This new strategic alliance will be a hugely important platform from which to take our marketing message further into Asia, and on the back of significant increases in aviation capacity," Mr McEvoy said. Jetstar Group CEO, Bruce Buchanan said low cost airfares has the ability to stimulate demand for Australian leisure destinations. "This partnership will leverage Australia's attractiveness as a destination for international tourists with Jetstar's leading low fares as a means to convert this into actual arrivals. The potential flow-on benefits for Australian tourism will be significant," said Mr Buchanan. |