Advertising and Marketing Opportunities with Odyssey Media Group

Airlines & Airports

 March 07, 2014
'Team Australia' Targets New Air Services At Routes Asia 2014

 Tourism Australia will lead a high level delegation of Australia's leading airports at Asia's leading aviation route development forum, Routes Asia 2014, in an effort to attract new international capacity to Australia.

The event is being held between March 9 and 11 in Kuching, Malaysia and is expected to bring together up to 800 aviation professionals representing 90 airlines, 230 airports and 20 tourism authorities across the region.

Seven Australian international airports - Brisbane, Cairns, Darwin, Gold Coast, Melbourne, Sydney and Perth -- together with Destination NSW, Tourism Victoria, Tourism NT and Tourism WA - will be represented on the 'Australia stand'.

Tourism Australia Executive General Manager Destination Development Katherine Droga said that the 'team Australia' approach provided a competitive advantage when it came to securing additional air capacity and new air services for Australia.

"The airlines tell us they like our coordinated approach and the fact that they are getting a clear and consistent picture of what Australia's destinations and our airports have to offer, and the level of marketing support they can expect when launching new services to our country," Ms Droga said.

Tourism Australia took out the top award and was named Best Destination Marketing Campaign at the World Routes Awards 2013 - the first time a tourism authority has won the top award for its efforts in air service development and airline marketing.

Ms Droga explained that Tourism Australia was playing an increasingly targeted and strategic role in the aviation arena, using partnerships with international airlines and Australian airports to help build demand and grow competitive aviation capacity to Australia.

"Despite the successes we've enjoyed in recent years, we still need significant and sustainable increases in both international and domestic aviation capacity if Australia is to achieve its long term growth aspirations," she said.

Tourism Australia plans to invest A$17 million with 24 airlines this financial year, resulting in more than A$34 million dollars being collectively invested in long term strategic agreements (MOUs) and joint marketing campaigns.

In the year ended June 2013, international aviation capacity to Australia grew by 5.2 per cent and domestic aviation capacity grew by 7.9 per cent.