Etihad Airways has formed a new partnership with the Sydney Opera House.
The three-year, multi-million dollar deal will see the Abu Dhabi-based airline become the Sydney attraction’s international airline partner. The two parties will now work together to develop a range of joint initiatives to promote tourism to Sydney, and the Opera House.
The latest Australian deal follows similar tie-ups between Etihad and other attractions in the country, including the Melbourne Recital Centre, Biennale of Sydney, the Islamic Museum of Australia and Melbourne’s Etihad Stadium. The airline said it also “complemented” its recent US$6 million marketing agreement with Tourism Australia, which is designed to promote travel to Australia from the Middle East and Europe.
“This exciting partnership… will help bring more international artists to New South Wales and provide its citizens as well as visitors with access to all the cultural opportunities of a truly global city,” said New South Wales’ Minister for Tourism, Major Events & the Arts, George Souris.
“Tourism plays a vital role in the New South Wales economy creating almost 150,000 direct jobs. This partnership between the Opera House and Etihad Airways will connect Sydney Opera House to a massive global network of destinations.”
Etihad’s President & CEO, James Hogan added; “Sydney Opera House is one of the world’s architectural wonders, recognised the world over and from today, the most culturally valuable asset in our global sponsorship portfolio.
“Strategic investments such as these in tourism and the community – with their flow-on economic effects – are the foundation of our enduring partnership with Australia.”
