Qantas adds Victoria to regional tourism deals

Qantas has continued its strategy of partnering Australia’s state tourism boards, with the launch of a new joint marketing scheme with Tourism Victoria.

The national carrier split from Tourism Australia last year in a row over interference in the airline’s affairs, but since then Qantas penned deals with the state tourism boards of Western Australia, New South Wales, Queensland and the Northern Territory.

And today, the airline has signed a new AU$12 million (US$1.1m) agreement with the Victorian government, aimed at driving more domestic and international visitors to the state.

“We are delighted to partner with the Victorian government and Tourism Victoria to promote the state to key international destinations and around Australia,” said Qantas International’s CEO, Simon Hickey.

“This three-year marketing agreement will encourage more people to visit Victoria and will be a valuable injection for the Victorian tourism industry, creating jobs and promoting investment and development.”

The joint marketing agreement will target visitors from the UK, US, Singapore, Indonesia, Hong Kong, China, New Zealand and within Australia, with special airfares and promotions focused on major events. The agreement will also have a strong focus on digital platforms, including online and social media. The first joint marketing campaign under the partnership will kick off tomorrow (Wednesday 9 October), promoting Melbourne.

Together with the earlier state tourism deals, Qantas has now committed to invest AU$72m in tourism promotion over the next three years.