Qantas and Tourism WA have signed a AUD$7.2 million deal to jointly promote travel to Western Australia both domestically and internationally.
The three-year agreement between the state and the national carrier is one of the biggest airline partnerships in Western Australia’s history and follows the success of a similar agreement signed in 2013 – making a combined commitment of over $15 million to the region.
The deal is expected to attract thousands of visitors from key tourism markets including, New Zealand, USA, Singapore and wider Australia.
Qantas International CEO Gareth Evans said Qantas remains the biggest private sector supporter of Australian tourism and is pleased to help promote West Australia on the global stage.
“We’re very pleased to make this investment in encouraging more people from around the world and around the country to come and see what Western Australia has to offer,” he said.
“With a lower dollar, Australia is an even bigger drawcard for international visitors because of the value it offers. That’s great news for WA and the many industries that benefit from tourism.
“The demand is certainly there. We’re seeing strong performance of our Singapore-Perth flight, which has expanded to a year-round service currently operating ten flights per week, increasing to double daily for the upcoming December – January peak travel period. Our seasonal Auckland-Perth flight is also very popular.
“We know a lot of overseas visitors will fly to two or sometimes three destinations when they come to Australia, so part of this campaign will target people who may be landing on the east coast to make the journey west as part of their stay,” Evans said.
The Tourism WA/Qantas partnership will include campaigns in key international markets including advertising special airfares and promotions around major events and activities. There will be a strong focus on digital platforms including online and social media.
The announcement follows similar deals between Qantas, New South Wales and Queensland, as well as Tourism Australia to promote the nation as a whole. Qantas works with tourism organisations in Victoria, Western Australia, Tasmania, Northern Territory and New South Wales to drive more visitors into and around Australia.