Tourism Australia and Virgin Australia have agreed a AU$6 million (£3.7 million) deal to market Australia's growing tourism industry together in 10 key markets, including the UK.
The new partners intend to spend a total of AU$6 million over three years on a variety of different marketing platforms which will focus on Australia's attractions appealing to tourists from the UK, the US, New Zealand, Europe and the fast growing Asian market.
"In today's global village, with its unprecedented destination competition, arrangements such as this with Virgin Australia and their global alliance partners is a massive value add, and so important to better sell Australia," said Tourism Australia Managing Director Andrew McEvoy.
"Virgin Australia continues to increase capacity across a number of Tourism Australia' core markets, either directly or through alliances with Air New Zealand, Delta Air Lines, Etihad Airways and Singapore Airlines.
"The airline also operates an extensive domestic and Trans Tasman networks and is therefore a key partner we want to work more closely with to leverage more visitors to see why there is nothing like Australia."
The deal has been hailed as a success by both parties, with Virgin Australia CEO John Borghetti saying the partnership will ensure passengers enjoy easier and more convenient trips Down Under.
"We have the ability to access international visitors from over 400 cities around the world and provide them with a seamless journey to domestic and regional destinations across Australia."
Tourism Accommodation Australia Managing Director Rodger Powell also welcomed the agreement, saying it would help bring new tourists to some of the lesser known destinations and benefit the country as a whole:
"Virgin's domestic network will also help to ensure the benefits of this activity are spread across a number of tourism regions throughout Australia."
To take advantage of many of Australia's tourist attractions, you'll need an Australian Travel Visa
. The most popular of these is the ETA Visa
, because it can be easily and quickly applied for online.