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Singapore Airlines (SIA) and the Queensland Government today signed a historic and far-reaching marketing agreement to boost visitor arrivals into the Australian State
of Queensland. This is the first time SIA has signed a Memorandum of Understanding (MoU) with an Australian State on tourism cooperation.
Under the MoU, which is valid for three years from 1 April 2005, Singapore Airlines and Tourism Queensland (TQ) will collaborate globally to develop and promote
Queensland as a premier, international tourist destination in Australia on Singapore Airlines services. It supplements an existing MoU that Singapore Airlines has with
Tourism Australia.
Activities include a wide range of jointly-funded marketing campaigns in priority or key markets to promote tourism to Queensland. Priority markets have the potential to
make significant contributions to the State's tourism industry. Singapore Airlines and Tourism Queensland will discuss and agree on which are the priority markets;
some of the proposed target markets are China, Germany, India, Japan, Korea, Malaysia, Singapore and the UK.
The two parties will jointly organise familiarisation trips to important tourism sights in Queensland for the consumer and trade media from key markets, and hold joint
roadshows which will bring together the States's industry and key in-market trade partners. Both parties will also arrange for reciprocal exposure in each other's
proprietary media and the joint activities will be publicised through the Internet, print and electronic media.
Together, the parties will commit a minimum of AUD1 million to fund the proposed joint activities in mutually agreed markets over three years.
The MoU was signed by representatives of Singapore Airlines and Tourism Queensland in the presence of Singapore Airlines' Chief Executive Officer, Mr Chew Choon
Seng, and the Queensland Minister for Tourism, Fair Trading and Wine Industry Development, The Hon Margaret Keech MP.
The agreement strengthens a relationship between Singapore Airlines and Queensland which started in 1972, when the Airline's predecessor Malaysia-Singapore
Airlines, opened a sales and ticketing office in the State, and has now grown to the point where Singapore Airlines is the largest overseas airline operating to Brisbane.
Mr Chew said the MoU was a further sign of Singapore Airlines' long-standing commitment to Australia and support for its tourism industries.
"We have sunk roots into Queensland, and are very happy with our presence there. The capacity growth of 200% inside four years comes about because of hard work to
promote the destination in overseas markets. It also improves access between Brisbane and major world gateways through Singapore.
"We look forward to strengthening our links further with Queensland and Australia generally in coming months, and this is just a small sign of what we can do in
partnership with Australia's tourism industry to increase visits and grow potential in emerging markets," Mr Chew said.
Mrs Keech said the MoU highlighted the importance of Tourism Queensland's partnerships with industry.
"The Beattie Government is committed to enhancing Queensland's tourism potential by developing tangible programmes to boost interest and increase tourism visits.
Tourism Queensland and Singapore Airlines will work together to create those opportunities.
"Singapore Airlines has been a great supporter of tourism in Queensland for many years and has played a key role in our industry's recent success.
"This MoU will strengthen the partnership between the Airline and the Queensland industry and we look forward to working together to boost tourist numbers to
Queensland from a number of priority and secondary source markets.
"I thank Singapore Airlines for its confidence in Queensland over many years. We share the Airline's commitment to continuing the growth of recent years," the Minister
said.
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