Etihad, Sydney Opera ink tourism partnership
Abu Dhabi, January 21, 2013
Etihad Airways, the national airline of the UAE, and Sydney Opera House have announced a new three-year, multi-million dollar partnership, developing a range of joint initiatives to promote tourism to Sydney and the Opera.
George Souris, New South Wales Minister for Tourism, Major Events and the Arts, said: “This exciting partnership between Etihad Airways, and our nation’s flagship performing arts centre will raise even further Sydney’s profile as one of the world’s great tourist and cultural destinations.”
“It will help bring more international artists to New South Wales and provide its citizens as well as visitors with access to all the cultural opportunities of a truly global city.”
“Tourism plays a vital role in the New South Wales economy creating almost 150,000 direct jobs. This partnership between the Opera House and Etihad Airways will connect Sydney Opera House to a massive global network of destinations.”
“We look forward to welcoming more people to New South Wales to enjoy the huge range of experiences on offer in the Harbour City and the regions.”
“The partnership with Sydney Opera House symbolises the airline’s commitment to Australian tourism and to the arts and culture worldwide,” said James Hogan, Etihad Airways president and CEO.
“Sydney Opera House is one of the world’s architectural wonders, recognised the world over and from today, the most culturally valuable asset in our global sponsorship portfolio.”
“It joins Melbourne Recital Centre, Biennale of Sydney, Arab Film Festival Australia, Islamic Museum of Australia and Melbourne’s Etihad Stadium in a suite of partnerships that reflect the airline’s increasing investment in Australia’s cultural sector.”
“As exclusive international airline partner, we will develop a range of joint initiatives to promote tourism to Sydney and to increase the Opera House’s capacity to bring the world’s best to Sydney for the enjoyment of locals and visitors alike,” Hogan added.
The partnership complemented the recent $6 million marketing agreement which Etihad Airways had signed with Tourism Australia to promote travel from the Middle East, UK and Europe, he said.
“Strategic investments such as these in tourism and the community – with their flow-on economic effects – are the foundation of our enduring partnership with Australia.”
Louise Herron, CEO, Sydney Opera House, said: “We are delighted that Etihad Airways, a global business leader, recognises the significance of Sydney Opera House. As a result of this partnership between our two international brands, we will be able to welcome more artists and visitors from around the world to experience and be moved by this remarkable building and by what we offer.” – TradeArabia News Service
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