SIA extends deal with Destination NSW for advertising and marketing efforts

Singapore Airlines (SIA) and the NSW Government’s tourism and major events agency, Destination NSW, have extended their partnership in a bid to boost tourism traffic to the Australian state. Under the agreement, the two parties will jointly develop and promote activities that encourage travellers to visit the New South Wales region through SIA’s services to Sydney.

The parties have agreed to jointly fund advertising and marketing campaigns, as well as familiarisation programmes for trade and media representatives, among other initiatives. Yeoh Phee Teik, Singapore Airlines’ senior vice president customer experience, said the renewed partnership with Destination NSW reflected the airline’s long-term commitment to grow the tourism market in Australia.

“For more than 50 years we have invested in, and grown our operations to New South Wales, which now operate five daily flights between Singapore and Sydney. Extending our partnership with Destination NSW will allow us to continue to promote the wonderful variety of experiences that New South Wales has to offer and highlight Singapore Airlines’ convenient connections to Sydney,” Yeoh said.

Minister for Tourism and Major Events NSW, Adam Marshall said the new agreement would allow Destination NSW to work with SIA and travel trade partners to develop and promote itineraries that encourage visitors to spend time exploring both Sydney and regional NSW. He added that this comes as a win for the state’s accommodation providers, restaurants and tourist attractions.

“Visitors from Singapore are currently worth an impressive AU$245 million to our state’s economy and I am delighted we have renewed our agreement with Singapore’s national carrier to help grow this number even further,” Marshall said. The NSW Government recently announced the state’s new tourism targets, and its first-ever regional target of AU$20 billion in visitor expenditure by 2025, and investments in aviation partnerships help us to contribute to that goal.

"Our state boasts Australia’s best line-up of events as well as so many outstanding regional destinations within easy reach of Sydney, which is why we are creating increased opportunities for visitors from Singapore to head beyond the city and into regional NSW to experience our award-winning food and wine, golf courses and unique natural experiences," he said.

Most recently, SIA and Tourism Australia signed a three-year strategic marketing deal worth AU$11 million as both parties re-affirm their commercial ties. The agreement will see the two parties jointly fund a range of tourism campaigns and promotional activities in eight of Australia’s key inbound markets such as Singapore, Malaysia, Indonesia, China, India, Japan, Germany, and the UK.

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