The MoU ties in well with Tourism Australia's 'balanced portfolio' approach to key markets (Image: Wineglass Bay/Tourism Australia)

As the country awaits regulatory approval for the proposed partnership between Emirates and Qantas, Tourism Australia has announced it has signed a global marketing deal with the Gulf carrier aimed at boosting visitation to Australia.

With AU$14.3 million earmarked for joint marketing activities over the next three years, the initiative will look to tap into key inbound visitor markets such as the UK, Germany, New Zealand, France and Italy by utilizing Emirates’ growing global network, which reflects the world’s largest international passenger base.

Marketing on traditional and digital media platforms as well as event and sponsorship activities will form the bedrock of the Memorandum of Understanding.

Although Emirates and Tourism Australia have worked together on marketing activities “for some years now”, Tourism Australia managing director Andrew McEvoy said both parties now recognized the need for “a more strategic, longer term agreement to more effectively market Australia to Emirates’ extensive global customer base”, placing particular emphasis on the airline’s “well established” European base.   

As the “largest investment Emirates has ever made with a global tourism body”, Emirates’ Senior Vice President, Public, International, Industry and Environmental Affairs, Andrew Parker, said the new partnership took the carrier’s investment in Australia “to the next level”, underlining its “commitment to Tourism Australia’s strategy for attracting global travellers”.