Tourism Australia and Singapore Airlines (SIA) have signed a new three-year marketing agreement aimed at jointly promoting Australia as the ideal world-class destination for business events.

Under the Memorandum of Understanding (MOU), a range of marketing and promotional trade activities will take place within Asia and the United Kingdom, highlighting Australia’s renowned diverse landscapes, award winning venues, unique experiences and friendly people with fresh perspectives.

“Singapore Airlines is one of our longest standing airline partners and I am thrilled we are working together once again to promote why there’s nothing like Australia for business events,” Tourism Australia executive general manager of Eastern Markets and Aviation, Andrew Hogg said.

“Business events are incredibly valuable to Australia’s visitor economy and strategic partnerships such as this, help to secure future business for Australia.”

Prior to the pandemic, business events was a strong performing sector for Australia with 1.04 million arrivals, spending $4.5 billion for the year to 31 December 2019.

“Australia has always been an attractive and popular destination for both leisure and corporate travellers, and Singapore Airlines remains firmly committed to keep Australia connected to the world,” Singapore Airlines senior vice president marketing planning JoAnn Tan said.

“With our 111 weekly services between Singapore and seven points in Australia, coupled with our extensive passenger network, we are pleased to support efforts in promoting business events travel to Australia.”

The announcement complements Tourism Australia’s recent initiatives in the business events sector, including the new business events brand campaign, There’s Nothing Like Australia for Business Events, which recently rolled out in Greater China.

Tourism Australia is also ramping up its business events distribution activity, providing qualified planners, agents and media with the opportunity to experience Australia first hand. This includes the recently announced Business Events Australia Asia Mega Famil Showcase, which will be held in April with host city partner BESydney and Tourism Australia’s incentive showcase Dreamtime, which will be held in November 2023 with host city partner Business Events Adelaide.