The Australian flag carrier has created a “real opportunity” to trying something new, according to The Hon Jeff Kennett,

Following the carrier’s announcement to suspend marketing ties with Tourism Australia over suspected sabotage, Mr Kennett told delegates at the Australian Tourism Export Council’s annual conference in Sydney last week, the airline now had the chance to utilise its marketing funds in something new and out of the norm.

Although withdrawing its share of the joint three-year $44 million marketing agreement with Tourism Australia, Qantas assured it will not take one dollar out of marketing or the promotion of Australia.   

Mr Kennett said the decision had the potential to create flexibility in the industry, opening up an avenue for another body to promote the destination on an international scale.

“What we’ve done in past is not simply going to work in the future,” he explained.

“And whatever the reason for Qantas to come to this point, now is the time to reflect and think whether we can’t do more as an industry group and whether we can’t do more in terms of more specific and targeted marketing.”

Meanwhile, last week the Tourism Australia board convened to discuss Qantas’ decision.

According to the board, the bureau's chairman and former Qantas chief executive, Mr Dixon has and will continue to “absent himself from all matters relating to the Qantas Group”.

Although Qantas is yet to respond, Virgin Australia chief executive John Borghetti said the airline has had talks with the tourist bureau since the announcement to help “fill the gaps” left by the Australian flag carrier.

Mr Borghetti said Virgin was looking to double its funding to $12 million over three years for marketing campaigns, The Brisbane Times reported.

“It is good that Australia now has a second carrier [because] we can step in and fill the gaps if any gaps arise,” he added.