Emirates, a Gulf-based air carrier, has announced that it has entered into an agreement with Tourism Australia to develop tourism and related activities between the Gulf and Australia.
As part of the agreement, both parties to the deal will spend up to AUD14.3m over the next three years on joint marketing activities.
The deal underlines the airline’s intention to expand its alliances with other companies. It has already signed a 10-year code share deal with Australia’s flag carrier, Qantas. The new deal, which is believed to be the air carrier’s largest investment in a global tourism body so far, is expected to increase the number of visitors from key markets in Europe and New Zealand. The airline also said that it would focus on leading inbound visitor markets to Australia, such as the UK, Germany and New Zealand. It will also focus on France and Italy.
Salem Obaidalla, Emirates’ senior vice president, Commercial Operations, Far East & Australasia, said, ‘Emirates’ AUD14.3m partnership with Tourism Australia takes the airline’s investment in ‘destination Australia’ to the next level. This is the largest investment Emirates has ever made with a global tourism body, highlighting our commitment to Tourism Australia’s strategy for attracting global travellers. We believe the proposed partnership with Qantas, pending regulatory approval, will further grow tourism to Australia from key European markets.’
The company assists travellers from 30 European locations to travel to Australia via one stop in Dubai. It currently operates 70 flights per week to Australia via its Dubai hub, and offers 21 services to Sydney, 21 to Melbourne, 14 to Brisbane and 14 to Perth.