Tourism Australia and Singapore Airlines (SIA) have jointly announced the signing of a new three-year marketing agreement aimed at promoting business events travel to Australia.
Under the Memorandum of Understanding (MOU), Tourism Australia and SIA will together promote Australia’s business events industry through marketing and promotional trade activities within Asia.
The activities will highlight Australia’s strengths as a destination, such as its landscapes, venues, and experiences.
Tourism Australia’s executive general manager of eastern markets and aviation, Andrew Hogg said, “Singapore Airlines is one of our longest-standing airline partners. “Business events are incredibly valuable to Australia’s visitor economy and strategic partnerships such as this help to secure future business for Australia”.
Prior to the pandemic, business events were a high-performing sector for Australia with 1.04 million arrivals, spending AUD$4.5b over 2019.
JoAnn Tan, senior vice president of marketing planning at SIA, said, “Australia has always been a popular destination for both leisure and corporate travellers.”
“With our 111 weekly services between Singapore and seven points in Australia, we are pleased to support efforts in promoting business events travel to Australia,” she continued.
The announcement complements recent Tourism Australia initiatives in the business events sector, including the new brand campaign, ‘There’s Nothing Like Australia for Business Events’, which was recently rolled out in Greater China.
Tourism Australia is also ramping up its business events distribution activity. This includes the recently announced Business Events Australia Asia Mega Famil Showcase, which will be held in April with host city partner BESydney and Tourism Australia’s incentive showcase Dreamtime.
The Showcase will be held in November 2023 with host city partner Business Events Adelaide.
