by Mat Churchill

Qantas and Tourism Australia have launched a three-year $44 million partnership to market Australia to the world. The deal, announced this morning in Adelaide at ATE, will see the parties collaborate on marketing campaigns, trade and business events and public relations activities.

Qantas group executive commercial Rob Gurney said it would deliver significant benefits for the tourism industry.

“Qantas is Australia’s national airline so it makes sense that we would partner with Tourism Australia to promote Australia as a tourist destination,” Gurney said. Tourism Australia chief executive Andrew McEvoy said the partnership will be critical to future tourism growth. The campaign will cover Europe, Asia, US and NZ.

Editors Comments: Whilst I appreciate that Qantas has to be the travel partner, after all as Mr Gurney says they are our national airline but I shudder at the thought of how such a plan will be diluted by the inclusion of Qantas and it's purely cost cutting strategies.  Thgey may be aour national airline but is there any chance that Qantas might use some of that money to get a few more direct international flights coming to Cairns.  I'm sure if someone at Tourism Australia reminds them they would remember where Cairns is situated.