Tourism Australia and Emirates Airlines have formed a three year partnership to promote tourism to Australia globally.The campaign will have a particular emphasis on activities to boost tourism from Germany and the Gulf Countries.
The Memorandum of Understanding (MOU) between Tourism Australia and Emirates was sealed by Tourism Australia Managing Director, Scott Morrison, and Emirates’ Vice President North and Central Europe, Henry Hasselbarth, at one of the world’s largest travel trade shows Internationale Tourismus Bse (ITB) in Berlin, Germany.
The confirmation in Germany of the partnership, which marks the first formal cooperative agreement between the organisations, is significant for both companies as Germany is Australia’s largest source market for international arrivals from Continental Europe, whilst Emirates launched their fourth German service with flights from Hamburg earlier this month.
Speaking on the announcement, Mr Morrison said: “The agreement has been deliberately designed to be flexible, giving both parties the possibility to collaborate on a wide variety of projects including events, advertising, promotions, travel trade activities and public relations.”
“Germany is a priority market for Australia and this agreement underpins our commitment to the market. German visitors to Australia have a high rate of dispersal, with 45 per cent of visitor nights spent outside a capital city or the Gold Coast and they stay on average for 43 days.”
“German tourists also provide a valuable source of tourist income, especially in rural areas and our agreement with Emirates will enable Tourism Australia to deliver even more economic benefits for Australia.”
“Emirates’ strength in Germany as well as the carrier’s extensive route network from the UK and Australia’s other European markets, such as France, Italy and Switzerland, make the airline a natural partner for Tourism Australia,” Mr Morrison said.
Emirates has consistently proved its commitment to the development of tourism to Australia with fast connections from Europe over Dubai to four gateways - Sydney, Melbourne, Perth and Brisbane - as well as its $A50M investment in a new luxury conservation development - The Wolgan Valley Resort in New South Wales.
The development, announced last year, is Emirates first such project outside the United Arab Emirates.