Tourism Australia has brokered a multi-million dollar deal with retailer STA Travel to encourage youth travel from Australia?s leading inbound tourism markets.
The three year AU$9 million Memorandum of Understanding (MoU) will assist in promoting travel to Australia from key international markets including the United Kingdom, France, Germany, the United States, Japan and Singapore.
Tourism Australia and STA Travel recently collaborated on the ?Best Jobs in the World? competition, resulting in sales increases of STA Travel youth holiday packages to Australia.
?Up to now, most of our major strategic marketing agreements have been with airlines, so this deal marks a significant and very positive step towards broadening the international marketing and distribution of Australian holidays,? Tourism Australia managing director Andrew McEvoy said.
STA Travel recently revealed a 100 percent rise in sales from the United States, an increase of 42 percent in Germany and a lift of 17 percent in the United Kingdom, year-on-year for 2013.
Youth tourism represents 26 percent of all international visitors to Australia each year.
The agreement, which includes co-operative marketing activities such as advertising, consumer promotions, digital marketing, public relations and social media releases, coincides with the World Youth Student Travel Conference (WYSTC) held in Sydney this week.