Jetstar, Tourism Australia in partnership to lift Asian tourism

Tourism Australia has signed a 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 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 second to fifth in terms of size of source market for international tourists over the past 10 years.Tourism Australia managing director Andrew McEvoy said the deal was an extension of Tourism Australia's ongoing focus on Asia, but also represented a new approach to Japan and to working with airlines partners.

"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.