Published on : Thursday, August 28, 2014
A strong Qantas is essential to Australia’s aviation network and to the future success of Australia’s $110 billion tourism sector, according to peak national industry body Tourism & Transport Forum (TTF).
TTF Acting Chief Executive Officer Trent Zimmerman said changing market conditions cannot go unaddressed.
“Aviation is an extremely competitive industry and one that is changing rapidly, so airlines need to adapt to survive and prosper,” Mr Zimmerman said.
“Qantas is making the tough decisions needed to address the challenges it is facing and we look forward to the company returning to profitability in the near future.
“A sustainable Qantas is essential to Australia’s $110 billion tourism industry, which supports more than 900,000 jobs across Australia.
“Qantas brings more international visitors to Australia than any other airline and announced additional international services just last week, as well as delivering connectivity for business and leisure travellers to towns and cities across the country.
“Qantas also plays a critical role in promoting Australia as a destination through its own marketing campaigns at home and abroad and through marketing partnerships.
“Last year, Qantas invested $72 million in cooperative marketing agreements with state tourism organisations, aligning its iconic Australian brand with iconic Australian landmarks, creating powerful imagery which reinforces Australia’s uniqueness and attractiveness as a global destination.
“In addition, tourism often provides the starting point for a deeper relationship with a city, state or country, fostering additional engagement through business, education and investment, so Qantas’s global marketing activities are also very important to Australia’s broader international engagement.”