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New global partnership to grow Australian tourism.



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Media Release The Hon Fran Bailey, MP

20 June 2005

NEW GLOBAL PARTNERSHIP TO GROW AUSTRALIAN TOURISM

A new three year global destination marketing partnership between Tourism Australia (TA) and Qantas will begin from 1 July 2005, potentially worth more than $60 million, Minister for Small Business and Tourism Fran Bailey announced today.

“Qantas has been a primary marketing partner for Tourism Australia and the Australian Tourist Commission for more than 20 years. They have a demonstrated track record of commitment to promoting Australia as a tourism destination,” Fran Bailey said.

“The new three year global partnership comes at an important time for the tourism industry. The Australian Government’s commitment to increased funding over four years has enabled Tourism Australia to have greater certainty to source partners in the market to maximise leverage in their marketing.

“Qantas and Tourism Australia share the goal of increasing international demand for Australian tourism experiences. This partnership is a clear example of how co-operative activity with strong partners such as Qantas can deliver effective co-operative activities to help Tourism Australia achieve its clear purpose.

“Tourism Australia needs to be congratulated for their strong campaigns in marketing Australia as the number one must see tourist destination.

“This Government’s strong investment in the Australian tourism industry is paying dividends. Increasing visitor spend by increasing total and average length of stay and to grow dispersal and regional visitor spend by encouraging visitors to travel outside the major gateways. This will generate jobs growth, particularly in regional and rural areas, which will contribute significantly to continuing Australia’s strong economic growth.

“Qantas have demonstrated once again through this partnership that they do call Australia home and are committed to working with Tourism Australia globally to grow Australia’s tourism industry from all major regions,” Fran Bailey said.

Media Contact: Carley Griffith, 02 6277 7450 or 0419 840 452.