Our partnerships
Field of Light by Bruce Munro, Uluru, Northern Territory © Mark Pickthall
Each year, Tourism Australia works with more than 200 tourism industry to promote Australia to the world as a destination for business and leisure.
Tourism Australia works with partners to:
- Increase investment in promoting Australia through industry contributions;
- Increase reach to our target customer through bought media and owned partner channels;
- Ensure conversion to booking and delivering return on investment for the Australian tourism economy.
Partner categories
The majority of Tourism Australia’s partnerships fall into the following partner categories:
Airlines
Tourism Australia works with over 20 airline partners across key international markets each year. Tourism Australia has long-term strategic marketing agreements with eight airlines, which outline a spirit of cooperation and matched investment in key international markets. These airlines are: Virgin Australia, Etihad Airways, Qantas Airways, Air New Zealand, Singapore Airlines, China Southern Airlines, China Eastern and Air China. Tourism Australia also works with a number of other airlines on market-specific campaigns.
State and Territory Tourism Organisations
Tourism Australia works with all State and Territory Tourism Organisations on marketing campaigns in our key international markets to attract visitation to Australia. Partnerships with these organisations also extend to trade familiarisation visits, the International Media Hosting Program, and key trade events such as the Australian Tourism Exchange, Corroboree and Dreamtime.
Key Distribution Partners
Tourism Australia works closely with more than 160 travel companies on cooperative marketing to drive conversion in all priority markets These Key Distribution Partners (KDP) include wholesalers, retailers and online travel agencies. Each KDP is selected based on the fit with Tourism Australia’s market strategy, a shared target customer profile, shared funding of marketing activity, a commitment to training their frontline sales team through the Aussie Specialist Program and a commitment to selling quality Australian product and experiences.
Non-travel industry
Tourism Australia also works with non-travel brands such as Sony, Samsung, Quiksilver and banking partners on market-specific campaign activity. In 2015, Tourism Australia and Visa entered into three-year partnership using Visa’s Cross Border (#notatourist) campaign to demonstrate why ‘There’s Nothing Like Australia’, with a focus on increasing the number of international holiday makers Down Under and how much they spend when they are here.
Aviation development
Tourism Australia partners with Australia’s key international airports and State and Territory Tourism Organisations (STO) to build demand for existing flights and new routes through cooperative marketing. Market and customer knowledge is used to add value to the work already being done by the STOs, regions and airports. Tourism Australia works collaboratively with other government agencies which lead aviation access, immigration policy and investment to reduce bilateral restrictions. Tourism Australia also attends key aviation events such as World Routes to raise Australia's profile and discuss aviation route development.
Business events
Tourism Australia works with Australian business events industry, including convention bureaux, on international partnership marketing initiatives that drive awareness of Australia, and increase conversion of business. Industry also partner with Tourism Australia on its educational visit program, trade event attendance, and production of content to show why there’s nothing like Australia for business events.
