Emirates and Tourism Australia have signed a global marketing agreement aimed at using the world–s largest international passenger airline–s growing network to further boost visitation from key markets in Europe and New Zealand.

Under a new memorandum of understanding, Emirates and Tourism Australia intend to collectively spend up to A$14.3 million over the next three years on a range of joint marketing activities focusing on some of Australia’s leading inbound visitor markets — the UK, Germany and New Zealand, in addition to France and Italy.

The arrangement will feature joint marketing on traditional and digital media platforms as well as event and sponsorship activities.

“Emirates’ A$14.3 million 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,” said Salem Obaidalla, Emirates’ senior vice-president of commercial operations for the Far East and Australasia. “Emirates has carried more than 16 million passengers to and from Australia since 1996 and today we enable travellers from more than 30 European locations to travel to Australia via one stop in Dubai, offering passengers from all corners of the continent the chance to enjoy the many and varied attractions down under,” he added.

“We believe the proposed partnership with Qantas, pending regulatory approval, will further grow tourism to Australia from these key European markets. Collaboration between our two airlines will deliver the best network, schedules, lounges, frequent flyer program and customer experience for travellers both to and from Australia,” Obaidalla said.

Tourism Australia managing director Andrew McEvoy said Emirates has demonstrated a strong and growing commitment to the Australian market since it first started flying to country in 1996 and has been one of its most committed marketing partners.

“Tourism Australia has worked with Emirates on local cooperative marketing activities across individual markets for some years now, and very successfully so, linking Australia’s visitor appeal with the airline’s extensive schedule and internationally recognised and well respected brand,” he said.

(c)2012 the Khaleej Times (Dubai, United Arab Emirates). Distributed by MCT Information Services.