Published on : Thursday, November 13, 2014
Today’s announcement that Etihad Airways has doubled its investment in a cooperative marketing partnership with Tourism Australia underlines the value of additional government funding for marketing, according to peak national industry body Tourism & Transport Forum (TTF).
TTF Chief Executive Officer Margy Osmond said today’s announcement is great news.
“Etihad Airways has doubled the size of its original three-year, $6 million marketing agreement signed in December 2013 to $12 million, a decision which clearly shows that the tourism industry is ready, willing and able to invest in cooperative marketing,” Ms Osmond said.
“Today’s announcement is further evidence that the tourism industry is keen to leverage government funding through strategic tourism marketing agreements to promote Australian destinations to potential visitors at home and abroad, especially in the UK and Europe.
“The new deal will also see joint marketing activities ramped up significantly in the short-term.
“Congratulations to Etihad Airways and Tourism Australia on this expanded commitment that will promote Australia to a broader audience of international business and leisure travellers.
“Secure and sustained government investment in tourism marketing makes deals like this possible, so consistent long-term funding is vital to provide the framework for these productive arrangements.
“Every dollar invested in international tourism marketing delivers a return of $16, and today’s announcement underlines the potential of additional government investment in tourism marketing.
“Tourism is an economic development strategy that can provide job and business opportunities and deliver prosperity across the country, however a business as usual approach will not shift the dial.
“Other countries around the world are recognising the potential of tourism as an economic driver and ramping up their marketing and promotional activities, in addition to reforming their visa regimes to make it easier for tourists to visit.
“Australia must lift its activity to ensure we don’t get left behind and lose market to share to our rivals
“The federal, state and territory governments have all committed to the Tourism 2020 targets and all jurisdictions must contribute to give us the best chance of reaching those goals.
“Additional government investment in tourism marketing can be a game-changer and will provide benefits to the economy across Australia.”
Source:- TTF
Tags: tourism australia, TTF News
|
||
   
|
||
