SINGAPORE - Singapore Airlines (SIA) and Tourism Australia have signed a three-year, A$12 million (S$13.4 million) deal to sell both the carrier and Australia as a destination.
The two parties will jointly fund a range of tourism campaigns and promotional activities in seven of Australia's key inbound markets - Singapore, Malaysia, Indonesia, India, Britain, Germany and China.
SIA's executive vice-president (commercial), Mak Swee Wah, said that the strategic partnership with the tourism authority continues to be key in driving inbound tourism.
"Combining Tourism Australia's marketing prowess with Singapore Airlines' network reach remains a winning proposition in key target markets to bring travellers to Australia" he said adding that the aim is to "cement Singapore as the optimal gateway hub to Australia."
Tourism Australia's managing director, John O'Sullivan, said: "Asia continues to be a powerhouse for Australian tourism. As one of region's largest international carriers serving all of Australia's capital cities, Singapore Airlines is a critical airline partner for us as we seek to drive further growth in our international arrivals."
Outside of New Zealand, Singapore is the most connected city to Australia and the country's fifth largest source market for international tourists.
In the year to Sept 20, Australia welcomed 368,400 visitors from Singapore, an annual increase of 14.4 per cent.
Last year, Singapore visitors generated A$1.1 billion in total expenditure. The amount is expected to grow to between A$2.3 billion and A$2.8 billion by 2020.