Tourism Australia Partners Jetstar

Tourism Australia has signed a $10 million marketing deal with Jetstar aimed at boosting Japanese inbound tourism and further expanding brand Australia’s presence in Asia Pacific.

The three year agreement runs to mid 2014 and will see Tourism Australia and Jetstar each contribute at least $1.6 million per year on a range of joint marketing, digital and social media activities.

The partners will work cooperatively to leverage more affordable air travel and Australia’s unique attractions to increase arrivals from Japan, China, Indonesia, Malaysia, Singapore and New Zealand.

The first tranche of $2 million will be directed to rejuvenating the Japanese market, which has slipped from Australia’s second to fifth largest source market for international tourists over the past ten years.

"It unlocks real value by leveraging the combined skills, expertise and resources which both our organizations have long demonstrated in Asia. We aim to use our well-established and successful There’s nothing like Australia campaign messaging alongside Jetstar.com to drive bookings and inbound travel," said Managing Director, Andrew McEvoy. "Like Tourism Australia, Jetstar has ambitious expansion plans for wider Asia and sees sustained and large growth opportunities, led by the greater China market, and numerable South East and North Asian markets including Japan, which will clearly remain in the top half dozen of Australia's tourism export markets. There's strong alignment and a real natural fit."

Japan is currently Australia’s fifth largest source market for international tourists, spending approximately $1.5 billion in 2010. There were 350,200 visitor arrivals from Japan for the twelve months ending August 2011, a drop of 11%. Tourism Australia believes his market has the potential to grow to between A$2.7 billion and A$3.3 billion in total expenditure by 2020.

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