Qantas will match the NSW Government dollar for dollar on advertising and marketing campaigns for the next three years. Source: Supplied
QANTAS has signed a $30 million deal with the NSW Government to promote Sydney and surrounds to the world in the biggest tourism partnership in the state's history.
Australia's national carrier will match Barry O'Farrell's government dollar for dollar - $15 million each - on advertising and marketing campaigns for the next three years.
Mr O'Farrell said the deal would attract more international visitors, particularly from the US, United Kingdom, Europe, China, South-East Asia, Japan and New Zealand.
Qantas pulled out of a $44 million dollar partnership with Tourism Australia last year over a conflict of interest with chairman Geoff Dixon.
Mr Dixon - a former Qantas CEO - was linked to a consortium that is seeking enough stake in the airline to change its strategic direction.
Qantas Airways CEO Alan Joyce has also been in talks with the Victorian Government about a possible partnership.
Qantas CEO Alan Joyce said a large chunk of the money previously spent with Tourism Australia would go towards the new NSW deal.
"We always said we'd put the money back into tourism and we always said that we would be working with the states going forward and this is the first of we hope a number of initiatives that we'll be doing state by state,'' he said.
Mr Joyce said he was aware Tourism Australia has a number of partnerships with other airlines.
"This is a very positive announcement for tourism generally,'' he said.
"It will be the biggest deal that Qantas has ever done with any state and this makes Qantas a major partner of Destination NSW.''
Rival airline Virgin Australia quickly jumped into the void with a deal that will see the carrier double its joint marketing to $12 million over the next three financial years.
Tourism Australia managing director Andrew McEvoy welcomed the fact that more money was being invested in promoting Australian tourism.
"Any deal that guarantees more money for Australian inbound tourism is to be applauded, and hopefully we'll see Qantas announce more deals like this, involving all states and territories.
Tourism Australia, for its part, will continue to aggressively market Australia globally, working closely and co-operatively with partners, including 20 airlines, the states and territories, international distribution and Australian industry.''
More than half of all international visitors to Australia arrive at Sydney Airport.
NSW Tourism and Major Events minister George Souris said 2.8 million international tourists visited NSW last year compared to 2 million who visited Queensland and 1.8 million who visited Victoria.
Tourism and Transport Forum acting chief executive Trent Zimmerman said alligning a global brand like Qantas with landmarks like the Sydney Opera House and Sydney Harbour Bridge would create powerful imagery and reinforce Sydney's attractiveness as a global city and international destination.
"Tourism often provides the starting point for a deeper relationship with a city, state or country, fostering additional engagement through business, education and investment.''
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