Singapore Airlines has signed agreements with six tourism organisations in Australia in line with the Airline’s ongoing efforts to promote tourism to the country.

The agreements are for a period of between two and four years, with the total investment for the current financial year amounting to more than AUD$5 million.

New agreements were signed between July and October with the South Australia Tourism Commission and Destination New South Wales, while existing agreements with Tourism Australia, Tourism Queensland, Tourism Victoria and Tourism Western Australia were expanded to increase their value and include new markets.

Key markets covered under the agreements include selected countries in Europe and Asia including the UK, Germany, India, Indonesia and Singapore, among others.

Under the partnerships, Singapore Airlines and the tourism organisations are jointly funding marketing campaigns and activities, including mounting advertising campaigns and organising familiarisation visits for travel agents and media, with the aim of actively promoting tourism to the different states in Australia.

Singapore Airlines has been serving Australia for 45 years and continues to expand capacity to the country. Services between Singapore and Adelaide were recently increased to 10 flights per week from seven, while a fourth daily service has been introduced to Perth, up from three.

The Airbus A380 superjumbo is also being used for two of the three daily flights to Melbourne, up from one, and for two of the four daily flights to Sydney.

“Australia has always been an important market for Singapore Airlines, and these partnerships serve to strengthen our ties with the country’s tourism organisations,” said Singapore Airlines’ Acting Senior Vice President Sales and Marketing, Chin Yau Seng.

“Through our extensive global network we are continuing to promote travel to Australia, enabling visitors to discover the wide variety of experiences that the country offers, from rugged natural wonders to cutting-edge lifestyle offerings.”

Singapore Airlines operates 108 flights a week to five Australian cities, namely Adelaide, Brisbane, Melbourne, Perth and Sydney, while subsidiary SilkAir serves Darwin with four weekly flights. Including codeshare services through a comprehensive alliance with Virgin Australia, SIA offers customers access to 32 Australian cities.

James Wilkinson

Editor-In-Chief, Hotel Management