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Tourism Australia and Singapore Airlines have officially sealed their partnership with the signing of the Memorandum of Understanding (MOU) for a three-year marketing plan aimed at promoting Australia as the go-to destination for business and trade events. The business events landscape was a strong sector for the Great Southern Land with approximately 1.04 million arrivals before the pandemic, raking in A$4.5 billion for the year 2019. 

As Covid-19 restrictions loosen and with the borders reopening progressively, Tourism Australia is seeking to leverage on this opportunity to rebound strongly by working together with Singapore Airlines to deliver a range of marketing and promotional trade activities within Asia and the United Kingdom. The activities highlighted include Australia’s strengths as a world-class business destination, offering iconic and diverse landscapes, award-winning venues, plus unique experiences and culture bolstered by their friendly locals. 

Singapore Airlines is one of our longest standing partners and I am thrilled we are working together once again to promote why there’s nothing like Australia for business events,” commented Andrew Hogg, Tourism Australia’s Executive GM of Eastern Markets and Aviation. “Business events are incredibly valuable to Australia’s visitor economy and strategic partnerships such as this, help to secure future business for Australia.” 

The joint initiative is backed by efforts to ramp up its business events distribution activity through providing qualified planners, agents and media with the opportunity to experience the Land Down Under first-hand. This includes the recently announced Business Events Australia Asia Mega Famil Showcase which will be held with host city partner BESydney this coming April, and Tourism Australia’s incentive showcase Dreamtime set in November 2023 with host city partner, Business Events Adelaide. The announcement further complements other tourism initiatives by the board such the ‘There’s Nothing Like Australia for Business Events’ brand campaign which was recently rolled out to Greater China, featuring various creative strategies to draw foreign interest to the nation. 

“Australia has always been an attractive and popular destination for both leisure and corporate travellers, and Singapore Airlines remains firmly committed to keep Australia connected to the world. With our 111 weekly services between Singapore and seven points in Australia, coupled with our extensive passenger network, we are pleased to support efforts in promoting business events travel to Australia,” commented Ms JoAnn Tan, Senior VP of Marketing Planning for Singapore Airlines. 

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