Qantas will match the New South Wales government "dollar for dollar" in order to attract more international visitors to the state under a new $30 million partnership announced this morning.
The deal is the largest tourism and major events marketing partnership in the state's history.
NSW premier Barry O'Farrell said the partnership would particularly target the US, UK, Continental Europe, China, South east Asia, Japan and New Zealand.
"This partnership with Qantas is the cornerstone of our strategy to increase tourism to NSW, providing a boost to our economy and helping to create more jobs," he said.
"We will be aggressively targeting big spending leisure and business travellers from overseas which will be a boon for our hotels, restaurants and retail sector."
Qantas chief executive Alan Joyce highlighted Sydney's role as a gateway for Australia, with 50% of all international visitors arriving via its airport.
"We have seen a fantastic and tangible response to work we have done with Destination NSW in the past and we think working more closely will result in more people visiting NSW and flying Qantas," he said.
The partnership, which will see both parties invest $15 million over three years, will include international advertising and marketing campaigns, marketing activities around major events and joint public relations activities. It will also have a strong domestic component.
The first joint campaigns are expected to start in September in a number of markets.
Meanwhile, the Australian Tourism and Export Council (ATEC) welcomed the news, with managing director Felicia Mariani, branding it a "fantastic announcement".
"This collaboration between the NSW Government and Qantas will provide the industry with a much-needed boost to drive demand from our key overseas markets, allowing for greater engagement in both the traditional markets of the west and new and emerging markets in the east," she said.
The recent visit to Sydney by US talk show host Ellen DeGeneres had shone a "great spotlight" on the destination, she added.
Mariani said such promotions are vital to distinguish Australia from its rivals in a "very cluttered and competitive global tourism scene".
"This exciting new partnership will ensure that we have the resources to underpin this major promotion and drive the all-important conversion necessary to leverage our position," she said.
Tourism Australia managing director Andrew McEvoy applauded any deal that guarantees more money for Australian inbound tourism.
"Tourism Australia, for its part, will continue to aggressively market Australia globally, working closely and cooperatively with partners, including 20 airlines, the states and territories, international distribution and Australian industry," he said.
