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July 23, 2015
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Australia: Tourism Australia Partners with Expedia


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Tourism Australia and the Expedia group have signed a multi-million dollar three-year marketing partnership aimed at developing campaigns and content to increase international travel to Australia.

The three year Memorandum of Understanding represents the first formal agreement which Tourism Australia has entered into with a global online travel agency.

“Our research shows that our target customers are increasingly turning to online travel agencies when it comes to booking travel which makes Expedia an ideal conversion partner, particularly from our recently revamped australia.com website,” said Tourism Australia managing director John O'Sullivan.

“Partnerships are critical to Tourism Australia in terms of us increasing our customer reach, providing cut-through for our destination messaging and, ultimately, making it easier for consumers to plan, book and buy quality Australian tourism products.”

The first year of the agreement will focus on major campaign activity in the USA and UK, two of Australia's highest volume and highest spending markets. Marketing activities will be extended to additional markets over the course of the three year deal.

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